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This is Rankster 👊

The TikTok Shop newsletter that's like having a successful older sibling who actually cares about you.

In today’s issue:

• 🔥 DEEP DIVE 🔥: TikTok Forces Their AI Ads

• Has influencer marketing lost its edge?

• TikTok Shop Launches Biggest LIVE Shopping Summer Sale

• Updated Community Guidelines and LIVE Rules

• First and largest offline TikTok Shop ecosystem event in the U.S.

🔽 Let’s get started

BEST LINKS

What Caught My Eye This Week

🚀 Seller News….. News you need to know

• Has influencer marketing lost its edge?

• TikTok Shop Launches Biggest LIVE Shopping Summer Sale

• Updated Community Guidelines and LIVE Rules

• First and largest offline TikTok Shop ecosystem event in the U.S.

DEEP DIVE

TikTok Just Did Something WILD (And Kinda Scary)

No more manual ad campaigns

TikTok just made an announcement that made me go: "Holy shit... they're THAT confident?"

Here's what happened:

Starting August, TikTok is killing off ALL manual ad campaigns for TikTok Shop:

Gone: Product Shopping Ads, Video Shopping Ads, LIVE Shopping Ads.

What's left? Only one option: GMV Max.

Wait, what's GMV Max?

It's TikTok's "we know better than you" algorithm. Instead of you picking audiences, budgets, and targeting... the robot does everything. You just say "here's my product, here's my budget" and TikTok's AI takes the wheel.

Here's the thing that blew my mind...

TikTok is SO confident in their algorithm that they're literally saying: "You know what? Humans suck at this. We're not even giving you the option to mess it up anymore."

Think about that for a second.

They're forcing EVERYONE to become masters of GMV Max. No choice. No backup plan.

It's like if McDonald's said: "We're so good at making burgers, we're not letting you customize anything anymore. Trust us, we know what you want."

Bold? Yes. Scary? Also yes.

But here's what this REALLY means for you:

If you're running TikTok Shop ads right now, you better start learning GMV Max... because come August, it's the only game in town.

The silver lining? TikTok's algorithm has gotten scary good. Like, "how did it know I wanted those socks?" good.

But the downside? You're giving up control. All of it.

The takeaway:

When a platform is confident enough to kill ALL other ad options... that tells you something about where the puck is going.

TikTok is betting big that AI > human intuition for ad targeting.

Are they right? We'll find out.

Time to become a GMV Max master, I guess.

That's it for this week 👊

But I need to ask a favour...

Thanks for reading.

- Paul 👊

P.S. - Anyone else think it's wild that TikTok basically said "our algorithm is so good, we're not letting you touch the steering wheel anymore"? Reply and let me know your thoughts.

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