// LEARN_PERFORMANCE_MARKETING
Learn the TikTok-specific game.
Performance marketing fundamentals, retuned for the platform that decides 71% of retention in the first three seconds. Three short paths — start anywhere.
// FUNDAMENTALS
What is performance marketing?
Paid-traffic ads designed for measurable conversion, not brand recall — and how the TikTok-specific lens (hook rate, sound-off, native execution) reshapes every traditional best-practice you know.
Read the fundamentals →
// SCORING_RUBRIC
The 6-category rubric
Hook, clarity, CTA, brand fit, native feel, pacing — what each category actually measures, why hook is weighted heaviest, and how to read a Deep Bench score line by line.
Break down the rubric →
// HOOK_LIBRARY
Hooks
30 proven TikTok ad hook formulas with real examples — pattern interrupt, curiosity gap, problem-agitate-solution, social proof, contrarian, number-led. Copy a template, rewrite your hook, score the new cut.
Browse 30 hook formulas →
// SOUND_OFF
Designing for sound-off
About 78% of TikTok ads are watched muted. On-screen text, visual storytelling, and TikTok-style captions carry the message — voiceover is a bonus, not the spine. The three failure modes and what strong sound-off design looks like.
Read the sound-off rules →
// CTA_ARCHITECTURE
CTA architecture
TikTok CTAs aren't buttons — they're an instruction sequence using native mechanics. Code clarity, save-bait, comment-bait, link-in-bio framing — the four primitives, when each works, and the mid-roll + closer pattern that converts.
Build a TikTok CTA →
// ALGORITHM_SIGNALS
What the FYP rewards
Five upstream signals that tilt early reaction: distribution likelihood, sound-trend alignment, hashtag effectiveness, first-frame thumb-stopper, Spark Ad suitability. The Deep Bench scores all five — here's what they mean.
Read the FYP signals →
// AFFILIATE_ADS
Affiliate ads
TikTok Shop, LTK, and DTC affiliate creative scores by a different rubric than brand-direct ads. FTC disclosure timing, code clarity, save-bait, comment-bait CTA, native-execution penalty — all weighted heavier when affiliate signals are detected.
Read the affiliate rubric →
// BRAND_KIT
Brand voice + rubric weights
How the per-team Brand Kit (voice doc, banned words, compliance posture, six rubric-weight presets) bakes brand context into every analysis your team runs — no copy-paste into prompts, no remembering to set the vertical.
Set up your brand kit →
// DRAFTING_WORKFLOW
From brief to ship
Chain the drafting workbenches into a creative-ops loop: brief → concepts → compare → variants → hook test → compliance → voice match → thumbnail → ship → save the winning hook. Stage by stage with which surface to use when.
Learn the loop →
// CREATOR_VETTING
Vetting UGC creators
Replace 90-second feed scrolls with quantified hire/pass calls. Use the creator scorecard, swipe file, and brief template library to vet UGC talent before outreach in three minutes per creator.
Read the vetting flow →
// VERTICAL_PLAYBOOKS
Vertical playbooks
Per-vertical recommendations: rubric weight presets, compliance posture, banned-word lists, and common pitfalls for ecommerce, beauty, fitness/supplements, SaaS, fintech, gaming, education, and TikTok Shop affiliate.
Pick your vertical →
// READY_TO_TEST
The fastest way to learn the rubric is to run an ad through it. Drop a video, image, TikTok URL, or script and see the scores in ~10 seconds.