Most SaaS companies approach TikTok like it's a billboard — slap the logo on, list features, add a CTA. That's a fast way to burn budget.

Here's what we've learned running promotion campaigns for digital products:

The hook matters more than the product. You have 0.8 seconds before someone scrolls. The first frame needs to create a gap — curiosity, controversy, or relatability. "Here's a tool that does X" is dead on arrival.

Native > polished. TikTok's algorithm rewards content that looks like it belongs on the platform. Overproduced ads get skipped. Screen recordings with voiceover, raw demos, "I just found this" energy — that's what converts.

Distribution > creation. One great piece of content posted once is a waste. We repurpose across TikTok, Reels, Shorts, and X — each version tailored to the platform's format and audience behavior.

Targeting is a myth on TikTok. The algorithm IS the targeting. Your job is to make content that resonates with the right people, not configure audience settings in an ad manager.

We run product promotion for SaaS and digital product companies through Purseweb. If you're spending on ads and not seeing results, or you haven't started because you don't know where to begin — reach out.