Summary: The only way to keep TikTok performance is to ship new creatives weekly. Use this matrix to test hooks, angles and formats with discipline.
Matrix
- Hooks: pain, proof, price/time; rotate 3 per week.
- Angles: comparison, demo, story.
- Formats: UGC selfie, voice-over b-roll, on-screen captions.
Weekly quotas
- Ship 6–8 assets; retire 2–3 fatigued ones.
- Keep 1–2 evergreen winners live for stability.
Kill rules
Pause at ~2x tCPA without qualified conversions; promote assets that meet CAC and watch frequency.
Internal links
Conclusion
Creatives are inventory. Keep the pipeline flowing and document results by hook and angle.