Stack · Published 2026-04-21 · 1 min read
Launching on TikTok: a playbook
A short summary of an interview with Artemiy Proskuryakov (channel @romilead, daily TikTok spend $14k). Link to the video.
When to launch
- TikTok should not be the first channel for a soft launch. Test the app somewhere else first.
- If you can spend $1–2k a day, TikTok is worth a try.
- Not for B2B apps. Photo editors are fine.
MMP
- Map all events to Purchase.
- Send events from other channels too, to help TikTok get going.
- After launch, wait at least 24 hours — the app should show a Verified label.
Finding a creative
- Start from the best creative that already performs on Meta.
- Look for references in PipiAds and in trending TikTok videos.
- A creative usually performs up to $30–50k of spend, then burns out.
Structure of the first campaign
- A Smart+ campaign.
- Optimisation event: Purchase.
- $100–150 a day for learning.
- Thirty creatives, as different from each other as possible.
- Do not touch it for two days after launch.
- Remove the App Profile Page.
Scaling
- Two good days in a row: raise the budget.
- If you started from a small budget, you can grow it several times over.
- Do not run Pangle. Get it disabled through your manager.
- Duplicating campaigns in the hope of catching a winner makes no sense.
Geos, in order of priority: US, Tier 1, worldwide.
Copyright
- TikTok detects violations well automatically and warns you before publishing.
- You can make remixes of hits. TikTok will let about 30% through.
On the UA Manager 2026 course, Apple Search and TikTok, there are detailed instructions for a launch like this.