How TikTok Is Changing How US Brands Measure Success
A skincare founder once told me, half-joking, that her team had a small panic attack because a shaky iPhone video filmed next to a sink... Read More
Saeed Shaik
TikTok Ads Are Becoming Context-Driven, Not Interest-Driven
A few months ago, I watched a skincare brand insist on targeting “beauty lovers” with the kind of confidence that usually comes right before a... Read More
Why TikTok Marketing Works When Other Platforms Stall
I’ve watched this happen more than once: a brand comes in frustrated because Meta CPMs are creeping up, Instagram reach feels weirdly inconsistent, and their... Read More
TikTok Is Becoming the Core of Digital Strategy
A couple years ago, a lot of brand teams treated TikTok like the intern project. Post a few trend videos, send out some PR boxes,... Read More
How TikTok Marketing Agencies Scale Without Wasting Spend
I’ve watched more than a few brands burn through a TikTok budget in ways that were almost painful to sit through. Not because the platform... Read More
TikTok Is Blurring the Line Between Content and Advertising
A while back, I watched a skincare brand approve a polished ad with clean lighting, a tidy bathroom set, and a creator who hit every... Read More
Why TikTok Influencer Marketing Is More Data-Driven in 2026
A couple years ago, I sat in on a creator review call for a mid-sized beauty brand in the US. The team had pulled in... Read More
TikTok Is Now Essential for Brand Growth in the US
A few years ago, a lot of US brands treated TikTok like a side project. Someone on the social team would post a trend recap... Read More
Why TikTok Marketing Agencies Focus on Signals Over Metrics
I’ve seen this happen more than once: a brand team pulls up a TikTok report, points at a video with 400,000 views, and says, “Great,... Read More
TikTok Is Shaping the Future of Digital Advertising in the US
A few months ago, I watched a beauty brand spend real money on a polished video ad that looked like it belonged on Hulu. Nice... Read More