TikTok has a new GMV Max mode for new products. It runs in 7-day cycles, and when one cycle ends, the next one starts on its own.
TikTok announced Growth Autopilot on October 30. It is built for new products in the phase “when there’s limited historical data for algorithms to guide optimization.”
TikTok's help page describes how it runs:
- The advertiser sets a 7-day ROI target, a 7-day budget and a Growth investment tier.
- Ad spend and coupon spend sit in “one campaign budget system.”
- During the cycle, TikTok advises against “pausing or terminating the campaign.”
- “The campaign will automatically enter the next 7-day cycle for continued optimization.”
The page says it is “available to some advertisers in selected markets.” It does not say which videos the ads use. TikTok's main GMV Max page says GMV Max “automatically includes authorized affiliate videos that feature your selected products” when the video source is set to Affiliate post.
So a review that needs the campaign paused runs against TikTok's own setup advice for this mode.
A question for your team: on your next launch, when will someone look at the creator videos, and does that check depend on stopping the ads?