Planning fundamentals
Channel planning
Channel planning is the selection of specific media channels and platforms for a campaign, based on the role each plays in the customer journey, the audience's reachability there, the creative formats available and historic performance, rather than habit or platform enthusiasm.
In practice
The useful question is not 'should we be on TikTok' but 'what job would TikTok do in this plan that another channel cannot do better for this audience and budget'.
Channel roles should be explicit: awareness, consideration, demand capture, retention. A channel doing an undefined job will be judged unfairly and optimised in the wrong direction.