TikTok has not stopped growing in popularity since it first launched in 2018. With over one billion active users, TikTok has quickly become one of the most popular social media platforms in 2022. Due to its popularity, more and more businesses have been using the platform to market their goods and services. Very shortly after its launch, users began seeing ads when scrolling through their feed. However, TikTok is testing a new automated “Smart Performance Campaigns” feature to boost ad performance.


TikTok’s Smart Performance Campaigns were designed to make advertising on the app as simple as possible via a “completely hands off” or automated process. TikTok explains that…

“Smart Performance Campaign is our first end to end automation solution that leverages machine learning to optimize for best performance and marketing goals. In order to reach the right people and maximize results, Smart Performance Campaign is designed to run performance campaigns at scale, while reducing the number of manual steps to drive results.”


All you need to start a Smart Performance Campaign is a marketing objective, budget, country, and creative assets, and then TikTok will handle the rest. In early testing, Smart Performance Campaigns did outperform manually set up campaigns, which is a tribute to how far we have come in the way of automated technology.


However, to use TikTok’s new feature, you have to be willing to put full trust into TikTok’s machine learning systems and automated campaign process. It will definitely be difficult for some to put their trust into a completely automated process, but you will never know how good it can perform for your business unless you experiment with it. The Smart Performance Campaigns can be particularly beneficial to those who are new to TikTok or those who do not have the manpower, time, or resources to manually do it themselves.


The Smart Performance Campaigns feature has the potential to be a game changer on the platform, and may lead to even more automated features coming out in the near future.


Learn more about how to market your business on TikTok here.