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What Makes a TikTok Creative Worth Scaling
Blog, Content Strategy & Creation, TikTok Ads Creative & Strategy
I’ve watched brands spend $15,000 on polished video shoots, then get outperformed by a 22-second clip filmed next to a...
The Complete TikTok Marketing Checklist Before Spending Your First $10,000 on Ads
Blog, TikTok Ads Setup & Management, TikTok Advertising Strategy
I’ve seen this happen more than once: a brand gets excited, approves a decent-sized budget, launches TikTok paid ads, ...
How US Brands Can Prepare for the Next Evolution of TikTok Commerce
Blog, TikTok Marketing Strategy & Trends, TikTok Shop Strategy & Growth
A few months ago, I watched a US beauty brand spend real money on a polished TikTok launch video that looked like it bel...
The New Rules of Short-Form Video Storytelling
Blog, Content Strategy & Creation, TikTok Marketing Strategy & Trends
A few months ago, I watched a skincare brand spend real money on a polished launch video that looked great in a deck and...
Why Multi-Platform Short Video Strategies Outperform Single-Platform Marketing
Blog, Content Strategy & Creation, TikTok Marketing Strategy & Trends
I’ve watched this happen more than once: a brand finally gets a decent run on TikTok, everyone gets excited, and then ...
Snapchat Spotlight vs TikTok: Which Fits Your Marketing Strategy
Blog, TikTok Ads Comparisons, TikTok Marketing Strategy & Trends
I’ve watched more than one brand team walk into short-form video planning with the same assumption: “We’ll just cu...
Pinterest Short Video Marketing: The Underrated Growth Channel
Blog, Content Strategy & Creation, TikTok Marketing Strategy & Trends
A few months ago, I was reviewing creative for a home organization brand in the U.S. Their team had spent weeks trying t...
Instagram Reels vs TikTok: Which Delivers Better Engagement
Blog, TikTok Ads Comparisons, TikTok Marketing Strategy & Trends
A few months ago, I was reviewing paid social creative for a mid-size beauty brand in the US. Same product. Same hook. S...
The TikTok clip did fine. Then it quietly did better on YouTube
Blog, Content Strategy & Creation, TikTok Marketing Strategy & Trends
I’ve seen this more than once with US brands: a TikTok gets decent reach, the team moves on, and then somebody reposts...
TikTok vs YouTube Shorts: Where Should Brands Invest in 2026
Blog, TikTok Ads Comparisons, TikTok Marketing Strategy & Trends
A few months ago, I was reviewing creative for a mid-sized beauty brand in the US. They had a strong product, decent mar...
How to Build a Creator Brief That Actually Produces Viral Content
Blog, Content Strategy & Creation, TikTok Influencer Strategy
I’ve seen this happen more times than I can count: a brand spends weeks finding the right creators, ships product fast...
Can B2B Companies Really Succeed on TikTok?
Blog, General Industry Insights, TikTok Marketing Strategy & Trends
I’ve watched a SaaS founder spend three weeks approving a 22-second TikTok, only for the final post to sound like a tr...
A few months ago, I watched a founder in SoHo stare at her TikTok Shop dashboard.
I’ve seen this play out a lot: a brand hires outside help for TikTok after a.
I’ve seen this happen more than once: a brand gets approved for TikTok Shop.
A few years ago, you could throw a decent product video on TikTok, put some paid.
I’ve sat in enough launch calls to know the pattern. A brand gets excited about.
A few months ago, I watched a decent U.S. beauty brand approve a batch of TikTok.
A few months ago, I watched a beauty brand spend three weeks polishing Amazon.
I’ve seen this movie a few times now. A brand has a decent Meta setup, maybe.
I’ve watched two TikTok Shop launches happen in the same month with almost the.
A lot of enterprise teams show up to TikTok with the same bad habit: they treat.
A few months ago, I watched a beauty brand spend real money on a polished TikTok.
I’ve watched brands spend $15,000 on polished video shoots, then get.
I’ve seen this happen more than once: a brand gets excited, approves a.
A few months ago, I watched a US beauty brand spend real money on a polished.
A few months ago, I watched a skincare brand spend real money on a polished.
I’ve watched this happen more than once: a brand finally gets a decent run on.
I’ve watched more than one brand team walk into short-form video planning with.
A few months ago, I was reviewing creative for a home organization brand in the.
A few months ago, I was reviewing paid social creative for a mid-size beauty.
I’ve seen this more than once with US brands: a TikTok gets decent reach, the.
A few months ago, I was reviewing creative for a mid-sized beauty brand in the.
I’ve seen this happen more times than I can count: a brand spends weeks finding.
I’ve watched a SaaS founder spend three weeks approving a 22-second TikTok, only.
A few months ago, I saw a skincare brand testing two TikTok ads for the same.
A few months ago, I watched a mid-size apparel brand spend five figures on.
I’ve sat in too many meetings where a decent brand team talks itself out of.
A few months ago, I was looking at a paid social report for a beauty brand in.
A few months ago, I watched a beauty brand spend a painful amount of money on a.
I’ve watched more than a few e-commerce teams do the same thing on TikTok: post.
Last November, I watched a mid-sized beauty brand push out a very polished.
I’ve watched brands celebrate a 4.8-star average on TikTok Shop and then wonder.
I’ve watched brands list a product on TikTok Shop, add a few decent photos.
A few months ago, I watched a decent product get handed to the wrong creator.
I’ve watched more than one brand walk into TikTok with the same bad assumption:.
I’ve watched more than one brand spend three weeks polishing a TikTok brief.
A few months ago, I watched a beauty brand run a polished TikTok Shop video.
A few months ago, I was watching a beauty brand’s TikTok LIVE on a Tuesday.
A few months ago, I watched a retail brand post a polished TikTok about a new.
A skincare brand sends out 20 boxes, gets 14 videos back, boosts the two with.
I’ve seen this happen more than once: a brand finally finds a TikTok ad that.
A few months ago, I was looking at two ad accounts for brands selling products.
A lot of brands had the same rough moment in 2021 and 2022. Their TikTok.
I’ve seen this happen more than once: a brand finally gets a TikTok video to.
A few months ago, I watched a skincare brand approve 14 TikTok creator videos in.
I’ve seen luxury teams spend $40,000 on a glossy video shoot, cut it into.
A few years ago, if you told most attorneys they’d be discussing short-form.
A while back, I watched a clinic team spend three weeks reviewing a 20-second.
A lot of SaaS teams show up on TikTok looking like they were forced there by a.
A skincare brand I worked with had a familiar problem. Their in-house creative.
A skincare brand I worked with last year had a funny little problem. Their.
I’ve seen this happen more times than most brands want to admit. A team finds.
I’ve seen brands celebrate a 3% CTR on TikTok and still lose money. Not a little.
I’ve watched more than one brand launch on TikTok Shop like it was just another.
I’ve seen this movie a few times now. A brand comes in frustrated after three or.
I’ve seen this happen more than once: a brand gets one decent TikTok post.
A few months ago, I watched a beauty brand review 40 TikTok ad variations in one.
A few years ago, most brands treated TikTok like a slot machine. Post enough.
I’ve seen this happen more than once: a brand spends weeks polishing a TikTok.
I’ve seen this happen more than once: a brand spends three weeks debating hooks.
A few months ago, I watched a beauty brand spend real money on a polished TikTok.
A few months ago, I watched a beauty brand spend five figures on polished.
A Brooklyn cafe owner once told me she “did TikTok for three weeks” and decided.
A few months ago, I watched a founder spend $12,000 on polished launch creative.
A few months ago, I watched a brand spend real money on TikTok creative that.
A few months ago, I watched a beauty brand spend weeks polishing a glossy.
A few months ago, I watched a local Bay Area brand post a beautifully edited.
A few months ago, I watched a Bay Area wellness brand spend a small fortune on.
I’ve seen this play out a lot with US brands: the founder is staring at a TikTok.
A few months ago, I watched a skincare brand spend a very respectable budget on.
I’ve watched more than one brand walk into TikTok with the wrong expectations.
A founder I know sent me two videos for review last spring. Same product: a.
I’ve seen this happen more than once: a brand spends weeks polishing a TikTok.
A few months ago, I watched a skincare brand spend weeks polishing a glossy.
I’ve watched brands spend weeks polishing a product page, setting up bundles.
A lot of brands are still treating TikTok like it’s 2022. They brief a creator.
A few months ago, I watched a mid-size beauty brand spend six weeks getting its.
A few months ago, I watched a New York food brand spend real money on a polished.
A founder in Brooklyn once told me, half-joking, that her product had been.
A founder once told me, half-joking, that TikTok felt like “the app where our.
I’ve seen this happen more than once: a US brand finally decides to try TikTok.
A few years ago, I watched a mid-sized beauty brand approve a TikTok video that.
I’ve seen this happen more than once: a brand posts a TikTok that feels a little.
A few months ago, I watched a beauty brand spend real money on polished TikTok.
I watched a skincare brand spend $18,000 on polished TikTok creative last fall.
I’ve seen this happen more than once: a brand spends weeks approving a polished.
I’ve watched more than a few US brands treat TikTok Shop like a checkout feature.
I’ve seen this happen more than once: a brand spends three weeks polishing a.
I’ve seen this happen more than once: a startup gets one decent TikTok post.
I’ve watched smart paid social teams bring perfectly polished Meta creative into.
I’ve watched more than a few brand teams walk into TikTok LIVE with the wrong.
A few months ago, I watched a beauty brand run a TikTok LIVE launch for a new.
A lot of brands treat TikTok LIVE like a one-off event. The host goes live.
A few months ago, I watched a US beauty brand run two live selling events in the.
I’ve watched enough brand lives on TikTok to know the drop-off usually happens.
I’ve watched a lot of TikTok LIVE sessions go sideways for reasons that had.
I’ve watched enough TikTok LIVE sessions to know the difference between a.
I’ve watched a skincare founder go live from a folding table in her warehouse.
I’ve watched more than a few product launches go sideways on TikTok for reasons.
A few months ago, I watched a mid-size beauty brand run a TikTok LIVE with a.
I’ve seen this happen more than once: a brand team walks into the Monday meeting.