With TikTok sunsetting its traditional Shop Ads, sellers are now shifting toward GMV Max – an AI-powered conversion tool. But does running upper funnel awareness ads still matter? While GMV Max doesn’t directly retarget branding viewers, awareness campaigns can still play a crucial indirect role in driving conversions. This article explores how top-of-funnel strategies can support GMV Max performance and what sellers need to know about TikTok’s evolving ad ecosystem.

When I first started creating video content, I didn’t realize the importance of pacing and variety. My static shots and long POVs led to low viewer engagement and high scroll-away rates. It wasn’t until I discovered the concept of visual fatigue and experimented with dynamic scene cuts—like 5-10 POV shifts in the first 3 seconds—that my completion rates soared. This simple yet powerful adjustment not only captured attention but also boosted sales conversions. If you want your TikTok videos to stand out, mastering pacing and creating an engaging hook is the key to success.