Lenny Rachitsky: belief

Transcript context

…I think the TikTok video, it's more about the backend settings, right? So how often do you actually changing creatives? I think for us it is actually pretty... you want to actually test more creatives on this platform and see which one is actually working. And then we also have really detailed guidance on how do you set up your campaign structure to make sure that you're able to be more successful on the platform. So these are, I would say, the basic hydrangeas we talked about. You can see these guidance are very different from what Meta has today or even Google has today because we're just basically different platforms. And oftentimes you can also hear that we requires a bit more real time react on the platform due to some of the trends we have seen. So that is the part I feel like if advertiser wants to engage more with really the sales team and they're able to provide more guidance to you and you're able to see more success there. But a lot of things will be counterintuitive I would say, because the intuitive you have learned is coming from the other platforms, but technically we're not. So a lot of things that, "Oh, this doesn't make sense to me, but why don't you try it?" And we make actually that really easy because we are sharing a lot of, I would say added credit to intensify incentivizing our advertisers to try it at the end of the day that hopefully they can see the result is proven itself. Got it. I think that's such an interesting point, this idea of testing more, which basically you're saying with Instagram certain people will see it and that's not going to be shown tons of random people. So you basically have one shot at getting this in front of the Instagram crowd versus TikTok just tries it, this explore and exploit kind of approach is like, we'll just keep trying stuff until something sticks. Yeah, I think exactly like that 100%. I think a lot of times that I think advertising, especially when digital advertising becomes a thing, so we kind of think everything can be calculated because you have the data, but the beauty of advertising is never like that. The core value advertising is to tell people don't know you exist and tell them that what you're doing for them and then creating these demand, right? Discovery is the core of advertising to me because I was never expecting my wife telling me that what she going to buy when she walk into a shopping mall, if I know that I'll stop her already. She oftentimes that get out something different. So this is not planned. I think that's literally one of the behavior I would love to emphasize more is you want to be open up your door to more consumer. Because we are a digital version of word-of-mouth, I always compare us to that because it is the way that how the digital era becomes more human because it is actually helping user to discover new things, just like what they used to do. There's a new place in a certain area, you just go explore. It is just like that. So I think that's the reason why I think at the very beginning, continue doing this kind of open-minded testing with us will be a very good approach to get some early learning and eventually that you can refine your approach. But at the beginning I would highly recommend that just be open up and also take some risks with us together and we're able to show you how much we can actually benefit in the business.…

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