Social media is based on the so-called "social graph" – the connections between people and businesses – and has been the foundation for targeting. With TikTok, however, the content graph is crucial, meaning the content determines who sees your ads.

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In performance advertising, no target group definition is made, yet these campaigns often achieve the best results. The difference between social media marketing and performance advertising is that social media marketing is organic, includes community management, and considers placing ads for more reach as a discipline.

Meta and TikTok are similar in many ways, but TikTok offers additional options such as hashtag and creator targeting. In performance advertising on TikTok, you can experiment with targeting, and the creative element is even more critical than with Meta.Automation updates at Meta are Advantage Plus Shopping campaigns, where no targeting definitions are specified.

The content of your ad determines the targeting. Similarly, TikTok will soon introduce an ad format called Smart Performance Campaigns.Automation changes the role of marketing: instead of manually uploading ads, the budget and duration are set. The focus is now on creation and strategy. Attribution becomes more challenging to measure, but it remains essential to detect anomalies.A good customer journey is crucial: the product, story, landing page, and creative content must all be optimally coordinated to be successful.

The attribution window has been extended, allowing longer and more complex customer journeys to be better examined.In the fast-paced marketing environment, it is essential to adapt daily and enjoy constant learning. Reels is an area with high relevance on Facebook and Instagram, which can be used for engagement growth.If your value proposition differs for various target groups, you can also adjust your advertising materials accordingly. Remember to consider the save spaces in Instagram ads and avoid placing text on CTA buttons.

Meta Ads Reporting is another tool outside of the Ads Manager, allowing you to view all your campaigns and URLs and see where your budget is being spent.