You're focusing on eCommerce advertisers at Tiktok. What do you build next?

Introduction

The growth question at hand is: "You're focusing on eCommerce advertisers at TikTok. What do you build next?" This scenario involves developing strategies to enhance TikTok's eCommerce advertising capabilities, aiming to drive growth in this specific segment. I'll outline my approach to identifying and prioritizing potential features or products to build next, considering the unique dynamics of TikTok's platform and the needs of eCommerce advertisers.

Step 1

Clarifying Questions (3 minutes)

• Based on the focus on eCommerce advertisers, I'm assuming TikTok already has some basic advertising capabilities for this segment. Is that correct?

Why it matters: Helps understand the starting point for new features. Expected answer: Yes, basic ad formats and targeting exist. Impact on approach: Would focus on enhancing existing features rather than building from scratch.

• Are we targeting a specific growth metric, such as increasing the number of eCommerce advertisers or improving their ad spend?

Why it matters: Defines the primary goal for new features. Expected answer: Aiming to increase ad spend from existing eCommerce advertisers. Impact on approach: Would prioritize features that drive higher ROI for current advertisers.

• Do we have data on the current pain points or unmet needs of eCommerce advertisers on TikTok?

Why it matters: Identifies key areas for improvement. Expected answer: Yes, some survey data and feedback available. Impact on approach: Would align new features with identified pain points.

• Are there any specific competitors in the social media advertising space that we're benchmarking against for eCommerce capabilities?

Why it matters: Helps in competitive positioning and feature prioritization. Expected answer: Primarily competing with Instagram and Facebook Shopping features. Impact on approach: Would focus on differentiating factors and unique TikTok strengths.

• Is there a particular timeline or resource constraint for this next build?

Why it matters: Influences the scope and complexity of proposed solutions. Expected answer: Aiming for significant impact within the next 6-12 months. Impact on approach: Would balance quick wins with longer-term strategic initiatives.