Understanding your audience is crucial for a successful TikTok marketing strategy. This involves identifying demographics like age, gender, and interests, creating audience personas to fuel ad creatives, and leveraging user-generated content (UGC) through Spark Ads. To drive positive ROI, it's essential to know your numbers, set a target customer acquisition cost (CAC), and run constant A/B testing to find what works. TikTok Smart Creative can automate the combination of creative assets, while focusing on retargeting strategies can help drive conversion and retention. Building an email marketing strategy and leveraging trending audio can also compound ROI by meeting customers where they are.