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How TikTok Is Changing Brand Trust Across the US
Blog, TikTok Influencer Strategy, TikTok Marketing Strategy & Trends
A skincare founder I know spent $18,000 on polished launch creative for a new moisturizer. Clean lighting, studio set, n...
TikTok Ads That Feel Native Are Dominating in 2026
Blog, TikTok Ads Creative & Strategy, TikTok Advertising Strategy
A skincare founder in Austin sent me two TikTok videos last month. Same product. Same offer. Same budget behind each ad....
TikTok Marketing Is the Fastest Growth Lever in the US Right Now
Blog, TikTok Marketing Strategy, TikTok Marketing Strategy & Trends
A few months ago, I watched a mid-sized beauty brand spend weeks polishing a launch video for TikTok. Studio lights, cle...
Why Posting Daily Is No Longer a TikTok Marketing Strategy
Blog, TikTok Marketing Strategy, TikTok Marketing Strategy & Trends
I’ve sat in too many meetings where someone says, “We just need to post more.” Usually that comes right after a fl...
How TikTok Live Is Driving Real Revenue for US Brands
Blog, TikTok Live Shopping, TikTok Shop & eCommerce
A few months ago, I watched a mid-sized beauty brand do something very unglamorous on TikTok Live: a founder stood at a ...
TikTok Content Is Becoming a Long-Term Brand Asset
TikTok Content Creation, Blog, Content Strategy & Creation
I’ve seen this happen more than once: a brand posts a TikTok almost as an afterthought, it does well, everyone celebra...
Why TikTok Marketing Outperforms Paid Social for US Businesses
TikTok Ads & Paid Advertising, Blog, TikTok Ads Comparisons
A few months ago, I watched a beauty brand spend weeks polishing Meta creative for a product launch. Clean lighting, tig...
TikTok Ads Are Reshaping Customer Acquisition in the US
Blog, TikTok Ads & Paid Advertising, TikTok Advertising Strategy
A few months ago, I watched a skincare brand spend real money on polished video ads that looked like they belonged on Hu...
Why TikTok Marketing Feels Unpredictable to Brands (But Isn’t)
Blog, TikTok Marketing Strategy, TikTok Marketing Strategy & Trends
A brand manager watches a TikTok video get 312 views. Same product, same creator, same week, next post gets 184,000. The...
How TikTok Is Replacing Traditional Search for US Consumers
TikTok Marketing Strategy, Blog, TikTok Marketing Strategy & Trends
A few years ago, if someone wanted a good cleanser for acne-prone skin, a taco spot in Austin, or a standing desk that d...
TikTok Marketing in 2026 Has Moved Beyond Viral Content
Blog, TikTok Marketing Strategy, TikTok Marketing Strategy & Trends
A couple of years ago, I sat in on a creative review where a brand team kept asking the same thing: “Can we make this ...
Why TikTok Marketing Is Becoming the First Channel US Brands Invest In
TikTok Marketing Strategy, Blog, TikTok Marketing Strategy & Trends
A couple years ago, a lot of US brands treated TikTok like the intern project. Post a few trend clips, send some product...
A few months ago, I watched a mid-size beauty brand approve a batch of TikTok.
A few months ago, I watched a founder insist on filming every TikTok in a.
A few months ago, I watched a mid-sized beauty brand spend real money boosting a.
A Brooklyn coffee brand spends three weeks polishing a launch video. Nice.
A lot of US brands are having the same slightly painful meeting right now. The.
A few months ago, I watched a decent skincare brand burn through a pile of.
I’ve watched brands spend weeks polishing TikTok creative, only to get beaten by.
A few months ago, I watched a US beauty brand spend three weeks polishing a.
A few months ago, I saw a creator sell out a kitchen organizer by filming it on.
A few years ago, a lot of US e-commerce teams treated TikTok like the intern.
I’ve seen this happen more than once: a brand gets excited about TikTok, hires a.
I’ve watched a founder spend $12,000 on polished TikTok videos that looked like.
I’ve watched this happen more than once: a US brand finally decides to put real.
A founder in SoHo spends three weeks approving a polished brand video. Nice.
I’ve sat in too many meetings where a brand spent six figures on polished.
A few months ago, I watched a mid-size beauty brand burn six weeks trying to.
A few months ago, I watched a perfectly decent ad die in the first three.
I’ve seen this happen more than once: a brand hires a solid full-service agency.
I’ve seen this happen more than once: a brand spends three weeks getting.
A brand spends three weeks polishing a 30-second TikTok ad, gets legal approval.
A skincare founder once showed me two TikTok videos for the same product. One.
A few months ago, I watched a beauty brand spend real money on a TikTok campaign.
A skincare founder I know spent $18,000 on polished vertical video last fall.
I’ve watched more than a few U.S. brands get excited about TikTok Shop, upload a.
A few months ago, I watched a beauty brand spend real money on polished product.
I’ve sat in too many meetings where a brand says they “want to do TikTok,” when.
I’ve watched this happen more than once: a brand with a healthy Google Ads.
I’ve watched a U.S. brand spend $40,000 on TikTok creative that looked beautiful.
I’ve watched more than one retail team spend three weeks polishing a product.
I’ve seen this happen more than once: a brand spends weeks polishing a TikTok.
A couple years ago, a lot of brands treated TikTok like a side project. Someone.
I’ve watched more than a few brands walk into TikTok with the wrong.
A founder once told me, half-joking, that their TikTok strategy was “just post.
A few months ago, I watched a beauty brand from SoHo burn through a decent.
I was on a call not long ago with a mid-size skincare brand in Texas that had.
I’ve watched brands spend weeks polishing TikTok ads, only to get outperformed.
I’ve watched more than one brand walk into TikTok with a polished 15-second ad.
I’ve seen this happen more than once: a brand finally gets its product listed on.
I’ve watched a surprising number of smart U.S. brands walk into TikTok the same.
A few months ago, I watched a decent mid-sized beauty brand burn through a pile.
A few months ago, I watched a mid-sized beauty brand burn through a decent test.
I’ve watched more than a few brands walk into TikTok Shop thinking they just.
A few months ago, I watched a skincare brand spend real money on polished TikTok.
I’ve watched more than one retail team panic after posting what looked like a.
I’ve watched more than one brand treat TikTok Shop like it was just another.
I’ve watched a founder spend $12,000 on polished vertical video, only to get.
I’ve watched this happen more than once: a brand finally decides to take TikTok.
A few months ago, I watched a decent skincare brand burn through a pile of.
A few months ago, I watched a US skincare brand burn through a decent test.
I’ve watched a Brooklyn founder spend $12,000 on polished launch creative for a.
A lot of brands don’t really fail on TikTok because the product is bad. They.
I’ve seen this happen more than once: a brand spends three weeks approving a.
I’ve seen this happen more than once: a brand spends three weeks getting a.
A founder sends over six TikTok videos and says, “These all did well.
A few months ago, I watched a beauty brand spend real money on polished TikTok.
I’ve seen this happen more than once: a brand hires an agency because the pitch.
A few months ago, I watched a decent product get buried under very expensive.
A few months ago, I watched a mid-sized beauty brand spend six weeks making.
A few months ago, I watched a beauty brand burn through a decent test budget on.
I’ve watched more than one e-commerce team burn through a decent budget on.
A few months ago, I watched a decent mid-sized skincare brand burn through a.
I’ve seen this happen more than once: a brand spends three weeks getting.
A few months ago, I watched a mid-size beauty brand spend weeks polishing a.
A few months ago, I watched a New York food brand spend a small fortune on.
I’ve watched brands spend $20,000 on polished TikTok creative only to get beaten.
I’ve watched small brands burn through a month’s ad budget on TikTok in four.
A few months ago, I watched a decent mid-market beauty brand burn through a pile.
I’ve seen this happen more than once: a brand spends three weeks approving a.
A few months ago, I watched a beauty brand spend real money on a polished launch.
A few months ago, I watched a skincare brand spend two weeks polishing a glossy.
I’ve watched a skincare brand spend $40,000 on polished video production for.
A few years ago, a product video that looked too polished usually felt safe.
A few years ago, if a paid TikTok video flopped, teams would blame “the.
I’ve watched brands spend three weeks approving a TikTok script, only to post it.
I’ve watched more than a few brands waste perfectly good budget on TikTok by.
A few months ago, I watched a beauty brand approve a polished video with perfect.
I’ve watched a founder spend $12,000 on polished social creative, only to get.
A few months ago, I watched a decent mid-sized skincare brand spend weeks.
A couple of years ago, I watched a beauty brand spend weeks polishing a launch.
A skincare founder once told me, half-joking, that her team had a small panic.
A few months ago, I watched a skincare brand insist on targeting “beauty lovers”.
I’ve watched this happen more than once: a brand comes in frustrated because.
A couple years ago, a lot of brand teams treated TikTok like the intern project.
I’ve watched more than a few brands burn through a TikTok budget in ways that.
A while back, I watched a skincare brand approve a polished ad with clean.
A couple years ago, I sat in on a creator review call for a mid-sized beauty.
A few years ago, a lot of US brands treated TikTok like a side project. Someone.
I’ve seen this happen more than once: a brand team pulls up a TikTok report.
A few months ago, I watched a beauty brand spend real money on a polished video.
I’ve watched more than one brand walk into TikTok with the same bad plan: cut.
A few months ago, I watched a skincare brand spend weeks polishing launch.
I’ve watched brands spend $40,000 on polished paid social creative, then get.
I’ve watched brands spend $15,000 on a paid social flight, celebrate a decent.
A few months ago, I watched a skincare brand spend real money on a polished paid.
I was on a call with a consumer brand last year—mid-sized, decent retail.
I’ve sat in too many kickoff calls where someone says some version of, “We’ll.
I’ve watched more than one brand walk into TikTok thinking it was just the.
A couple of years ago, a lot of brands treated TikTok like a side project.
A few months ago, I watched a skincare brand spend weeks building a tidy paid.
I’ve watched a lot of brands walk into TikTok with the wrong plan. Usually it.