In TikTok Ads Manager, what is the primary advantage of using a 'value-based' lookalike audience compared to a 'reach-based' lookalike audience?

The primary advantage of using a 'value-based' lookalike audience in TikTok Ads Manager, compared to a 'reach-based' lookalike audience, is its enhanced ability to target users who are *morelikely to generate higher-value conversions or transactions for your business. A lookalike audience is created by TikTok Ads Manager based on a 'seed' audience that shares attributes with your existing customers. A 'reach-based' lookalike prioritizes expanding the audience size, aiming to reach a broader group of users who resemble your seed audience in basic characteristics. In contrast, a 'value-based' lookalike audience leverages data about the *valueof your customers (e.g., purchase amounts, lifetime value) to identify users who not only resemble your existing customers but also exhibit traits associated with high-spending or high-value behavior. This results in a smaller, more focused audience that is more likely to drive higher ROI, even if the initial reach is less extensive than a 'reach-based' approach. Therefore, if your goal is maximizing revenue or high-value actions, a value-based lookalike audience is the superior choice.