TikTok reaches younger audiences at a scale few platforms can match, but it rewards content built for the platform, not content adapted for it. MPP considers TikTok during planning based on whether the audience and the creative commitment it requires both genuinely fit the program.
TikTok advertising is paid media delivered through In-Feed ads, TopView, and Spark Ads on the TikTok platform, targeted using demographic, interest, and behavioral data. It skews younger than any other paid social platform MPP manages, and it rewards native, trend-aware content in a way no other channel does.
TikTok's primary job is to reach a younger consumer who spends less time on Facebook and Instagram than previous generations did. Orbit is what keeps that job connected to the rest of your media plan so that awareness from TikTok has somewhere to go. That might be retargeting picking up engaged viewers or a brand campaign that counts TikTok as one input rather than a standalone channel.
At the core of Orbit sits the Hi-5, five questions asked of every channel, including TikTok.
Core holds the content formats and audience segments already proven to perform on TikTok. Budget stays here once a format or trend approach is working.
A defined slice of budget tests new content formats and trend-driven concepts, since what performs on TikTok shifts faster than on any other platform MPP manages. Concepts that prove out can move into Core or continue running on additional budget requested to support them. Concepts that don't land get replaced quickly, waiting too long on an underperforming test costs more here given how fast trends move.
TikTok is piped into HelloMPP, MPP's proprietary client analytics portal. HelloMPP is updated twice daily to assist in evaluating reach, engagement, and content performance as new creative rotates in.
