TikTok isn’t just about catchy dances and viral trends anymore—it’s making serious moves in the advertising game. With the launch of TikTok Smart+ campaigns, the platform is diving straight into automated advertising, going head-to-head with the likes of Google and Meta. But does TikTok Smart+ deliver on its promises? Let’s take a closer look.

What are TikTok Smart+ campaigns?

In a nutshell, TikTok Smart+ campaigns are automated campaigns powered by AI, designed to simplify and enhance ad performance. Think of them like Meta’s Advantage+ or Google’s Performance Max—you give TikTok your goals, creative assets and audience preferences, and it uses machine learning to create ads, ensuring they reach the right people at the right time.

The pitch? Smarter targeting, better engagement, and improved ROI—all without requiring you to constantly tweak your campaigns.

According to TikTok:

“Smart+ simplifies the ad buying process while maximising business outcomes. We have seen very strong results across all objectives, with advertisers using Smart+ Web Campaigns seeing a 52% improvement in their return on ad spend.”

There are currently four types of Smart+ campaigns to choose from:

• Smart+ Catalog Ads: Great for boosting eCommerce sales by linking your product catalogue.
• Smart+ Web Campaigns: Perfect for driving traffic to your site or converting leads at the bottom of the funnel.
• Smart+ App Campaigns: Ideal for getting more app installs and encouraging in-app actions.
• Smart+ Lead Gen Campaigns: Helps bring in high-quality leads for your business.

The advantages of Smart+

Smart+ campaigns could be a great fit for smaller businesses or marketers with limited time, as it eliminates a lot of the complexity associated with running ads. Here’s why it’s worth considering:

• Time-saving: TikTok’s AI does most of the work for you, reducing time spent managing campaigns.
• Keeps ads fresh: Smart+ can reduce ad fatigue and keep your audience engaged by rotating creatives automatically.
• Reduce costs: Automation can help reduce ad spend and get better results if used effectively.
• Data-driven decisions: AI removes human bias, focusing purely on what works best for your audience.

Cons to consider

Whilst AI-driven campaigns are exciting, they’re definitely not foolproof. Handing over the reins means you lose an element of control, so you need to be careful and closely monitor your ad spend and returns. Like other platforms with automated campaigns, Smart+ has been criticised for:

• Lack of transparency: Smart+ might not give you all the data you want to see, making it hard to figure out what’s working (or not).
• Less control: The lack of manual control can feel quite restrictive, especially if you’re someone who loves tweaking ad copy or experimenting with targeting.
• Cost factor: While Smart+ aims to improve ROI, the AI optimisation might push budgets higher for premium placements.
• Ongoing privacy concerns: TikTok’s legal issues in the U.S. could complicate things if bans or restrictions come into play.

So, should you try it?

If TikTok is a big part of your marketing strategy and you’re up for experimenting, Smart+ could be worth a shot. It’s especially promising if you’re great at making video content and want to try out something fresh. Just don’t treat it as a “set it and forget it” solution—you’ll still need to monitor results and fine-tune along the way.

Start small, keep an eye on your spending, and compare the results to your regular campaigns. If the AI works its magic, Smart+ could save you time and give your ads a serious boost.

TikTok Smart+ is definitely an exciting development, but like any new tool, it comes with risks. However, if you’re curious and have the bandwidth to try it, it might just be the edge you need to stand out in the crowded ad space.