Growing the paid channel from Canva's perspective consists of vacillating between having a clear and effective strategy and a fresh and fun approach on TikTok. For the past two years, we've been experimenting with which visuals, copy, audio, and strategies work best.

With TikTok prioritizing raw, unpolished content, it stands out as a unique channel compared to its counterparts. There has been a need for the team to shoot more content, as well as find which hooks resonate with the market best. We've created an iteration system to test the creatives faster, leading to better results.

This 2024, we've achieved great ad performance, becoming top TikTok ads in US, UK, and CA; and the team being nominated for Creative Agency of the Year by TikTok AU, the only in-house nominee.