TikTok’s advertising model has evolved enormously over the last year alone. No longer just a place to kickstart a dance challenge, TikTok Ads offer brands an affordable way to reach millions - and the app has an important role to play in the absence of third-party cookies. In this episode, Social Chain’s media planning director Roxanne Parker reveals the key to creating a smart paid strategy on TikTok. We cover the benefits over using TikTok over other platforms, comparing its campaign manager, what a paid TikTok campaign is likely to cost you, and where creators come into play. Got a question or a suggestion for the Social Minds podcast? Get in touch at social.minds@socialchain.com