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Top 6 Takeaways from TikTok High every small and medium business needs to know

July 31, 2023
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Ahead of the largest business season for independent businesses and SMBs, experts from TikTok gathered in NYC and LA for the first-ever flagship keynote and immersive workshop event, TikTok High. TikTok High's Class of 2023, connected over shared business objectives, challenges, and opportunities, working together to develop impactful media plans and content strategies in time for the holidays and 2024.


The day kicked off with product and platform announcements on innovative solutions that drive business impact, efficiencies, and scale. With #smallbusiness garnering over 109 billion views, businesses of all sizes are thriving on TikTok - small businesses are the heart of our neighborhoods and when they win, the world wins. As such, TikTok intentionally assembled various teams across the enterprise, supporting hands-on education, networking, and thought-partnership that can extend business success beyond the platform.


Here are 6 takeaways that every independent and SMB business should know:


  1. New and Innovative Ad Solutions
    1. Video Shopping Ads: Make the TikTok For You Page shoppable with your products. Drive sales to your website by leveraging our product catalog, or straight to your TikTok Shop.

    2. Zip Code Targeting: Tailor your ads and manage budgets more effectively by selecting or bulk uploading your target Zip Codes! This is especially beneficial for those who offer local products or services.

    3. Data Connections: Setting up a data connection like Pixel is essential for understanding customer interactions driven by your ads - anything from viewing your video, to visiting your website, to purchasing your product. Coding is optional - just a few clicks will enable you to measure & optimize performance.

    4. Dynamic Parameter Postback: Now within Event Builder, you’re able to set up dynamic value and content parameters with minimal coding! This enables you to take advantage of products such as Value Based Optimization and TikTok Shopping Ads that up until now, required a more complex setup.

  2. Creative Inspiration: real-time, data-backed insights for your next TikTok and Ad
    1. Creative Cards: Bite-sized TikTok-first ideas to help inspire and educate businesses like yours to create on TikTok.

    2. Creative Center: Your creative ideas start here! This one-stop shop empowers you with everything you need to create awesome TikTok videos.

  3. Creative Production: Create with Scale and Ease
    1. TikTok Creative Exchange: helps advertisers connect with creative experts to create TikTok videos for ad campaigns, for net new assets, or for repurposing existing assets.

    2. TikTok Creator Marketplace: TikTok creators are experts in creating engaging and entertaining content that resonates with their audience. By collaborating with a creator, you can tap into their creative expertise and ensure that your ad is tailored to the TikTok platform and its unique culture.

    3. CapCut: CapCut is an all-in-one video ad editor that empowers anyone to create incredible video ads, regardless of video editing expertise.

  4. Creative Optimization and Evaluation
    1. Smart Fix: automatically analyzes ads during ad creation to diagnose potential ad review issues and provide fixes.

    2. Smart Creative: The all new anti-creative fatigue solution that increases your chance at maximizing performance by upping the quality and diversity of your ad creative.

    3. Creative Diagnosis is a suite of features on TikTok Ads Manager to help advertisers quickly diagnose and solve creative-related issues.

  5. TikTok Ads and TikTok Shop: The Future of Ecommerce
    1. Combine the power and reach of TikTok ads with the frictionless shopping experience of TikTok Shop, catapult sales with seamless synergy

  6. Maximize your TikTok Profile
    1. Business Page: a comprehensive in-app profile tab that allows businesses to feature business information (e.g. website, email, address, phone number, app download link) and curate a photo gallery--all in one place on their profile.


Are you an independent or small-medium business interested in joining the TikTok advertising community? Say hi!


Couldn't make it? Take a look into the TikTok High 2023 experience below!



Quick Tip: Leveraging UGC to drive brand awareness



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LA Keynote Panel Discussion

  • Future of Marketing with

    • Vericast

      • Alessandra Pecoraro, Performance Marketing & Analytics, Product

      • Rachel Zalupski, Product Strategy, Vericast

    • BENlabs

      • Renata Riberio, Paid Social, BENlabs


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NYC Keynote Panel Discussion

  • Future of Marketing with


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Networking & Celebration

Independent and Small-Medium businesses, spent the day, learning with and from each other, expanding their network, and ended the day celebrating their newfound knowledge and friends.


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Keynote Pep Rally featuring platform innovation announcements across TikTok. Leaders from Product, Marketing Science, TikTok Shop, Creative Solutions, Brand Safety, and more provided an in-depth glimpse into current updates and future outlooks.


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Intimate fireside chats with peer independent businesses, hearing first hand, steps to unlocking success and business growth.


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TikTok High Class of 2023 graduation celebration! Cheers to a day of learning, growing, and making new friends!

Limited Period Offer: Spend $100, Get $100 | Spend $500, Get $500 | Spend $1500, Get $1500 + 1-to-1 Expert Support

Terms & Conditions:
  1. To activate this offer, launch your TikTok ad campaign and spend according to the above mentioned tiers within 30 days from registration. Based on your advertising spend, only one of the offer tiers will be applied to your account and you can not use the free credits to avail the next tier.
  2. New registered advertisers are eligible for the offer if they fulfill the following criteria:
    1. The registered advertisers have a self-serve SMB account
    2. The new advertising account is not an Agency/Business Center created account or a TikTok Shop account
    3. Only one new advertising account under one new TikTok For Business account is eligible for this offer.
    4. Multiple advertising accounts under one TikTok For Business account, or a TikTok For Business account with an existing active advertising account are not eligible for this offer.
  3. Provided all eligibility checks are met, credit will be applied to your TikTok For Business account within 7 days - after you cross the highest spend threshold or after the spend accumulation period of 30 days.
  4. If the advertising credit is not fully utilized, it shall automatically expire by 2023/12/31.
  5. You can avail onboarding support after you setup your payment profile and get your account approved.
  6. This offer is contingent upon the advertising account being in compliance with all TikTok advertising policies and general TikTok Coupon Terms.
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