TikTok surpassed 1 billion users in September. The platform is unsaturated and traffic is affordable, which makes it a tempting channel for marketers all over the world.

It almost seems too good to be true. But there are several factors to take into account. Make sure you read this before you jump into TikTok Ads!

1. Testing a new channel is expensive. Are you willing to divert 20% of your advertising budget towards TikTok? This is the minimum we recommend. After all, the only way to know if the platform works for you is to spend real money on it.

2. Do you have the time? Running ads for a few weeks won’t give you any substantial data. As a rule of thumb, give it at least two months before you make up your mind.

3. Have you tried other short-video channels like Instagram stories or IGTV? If so, have you had any success? TikTok can have cheaper CPAs, cheaper CPMs, and higher quality traffic than Instagram. But transferring the same content from one channel to the other won’t work. You can reuse Instagram content and try your luck, but our advice is to make new, platform-specific videos. It’s key to focus on the content rather than the video’s look and aesthetic.

If these facts make TikTok ads seem unappealing to you, try an organic strategy first. Upload two videos per week for two months and see how they perform for themselves. This will give you time to get to know the platform and identify the content your audience likes best.

We are not trying to get you to ditch TikTok Ads, but we know it’s a tricky channel to get a hold of. Simply make sure you have the resources needed to give it a try and remember: TikTok is not Instagram!