It’s 2024 and we are all suppose to talk about Generative AI 24/7 but remember what was at the center of attention for so many app marketers before the ChatGPT arrival? Right - TikTok and marketing your apps on TikTok. Well, the platform, despite a number of looming threats for it to be banned, most notably in the US, is there and thriving.

Today, I have Inna to share her best practices for doing app marketing on TikTok.


This episode is sponsored by Perform[cb], leading outcome-based marketing company. Perform[kb] targets marketers' ideal audience and promotes brands with AI-powered, high-value placements on a pay for performance model. Get in touch with their user acquisition team today!

Today’s Topics Include:

  • Inna's background
  • What is Hily and how it is different from other dating apps
  • Hily's framework to work with TikTok as an app marketing channel
  • Work with Creators on TikTok to run influencer marketing campaigns and TikTok Ads
  • Targeting on TikTok Ads
  • Hily's approach to ad creatives for app marketing on TikTok
  • Android or iOS?
  • Leaving her smartphone at home, what features would Inna miss most?
  • What features she would like to see added to her smartphone?

Links and Resources:

Quotes from Inna Sumovska:

"So I would say, first of all, before I start to answer the question, you need to understand that there is still a difference between TikTok and other social media. Because Tiktok is not like a regular social media. You don't go to TikTok to check TikTok. You go to TikTok to have fun, to entertain, to educate yourself. So that's why TikTok, this is like the world leading entertainment platform for short videos. And this is all about the community. So that's why to be the part of this community is to collaborate with those guys, with the Creators."

"From my point of view, there is still a difference when it comes to influencers and creators, because influencers they like influence and creators they create. So and this is actually a difference because when we began working with creators on TikTok, we wanted to adjust our experience of working with influencers on Instagram, and we were focusing on, for example, on those guys who have like some number of followers or something like this. But then we understood that TikTok it's like it's not really matter how many followers you have, since your content is entertaining. So that's why we were thinking maybe, like, the number of followers is not really important. Maybe we need to focus on those guys who can create something that our audience will pay their attention to."


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