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TikTok Is Becoming the Primary Discovery Platform for Brands
Blog, Content Strategy & Creation, TikTok Marketing Strategy & Trends
A few months ago, I watched a skincare brand spend weeks polishing launch creative for Meta, only to have a scrappy TikT...
Why TikTok Marketing Works Without Massive Budgets
Blog, TikTok for Small Business & Startups, TikTok Marketing Strategy & Trends
I’ve watched brands spend $40,000 on polished paid social creative, then get beaten by a founder filming a product dem...
TikTok Content Lasts Longer Than Most Paid Campaigns
Blog, Content Strategy & Creation, TikTok Advertising Strategy
I’ve watched brands spend $15,000 on a paid social flight, celebrate a decent three-day spike, then go quiet the secon...
How TikTok Is Redefining Performance Marketing
Blog, TikTok Ads Analytics & ROI, TikTok Advertising Strategy
A few months ago, I watched a skincare brand spend real money on a polished paid social campaign—clean lighting, expen...
TikTok Is Disrupting Traditional Media Buying in the US
Blog, TikTok Advertising Strategy, TikTok Marketing Strategy & Trends
I was on a call with a consumer brand last year—mid-sized, decent retail distribution, healthy Meta budget, TV still i...
Why TikTok Ads Perform Better Than Expected for US Brands
Blog, TikTok Ads Analytics & ROI, TikTok Advertising Strategy
I’ve sat in too many kickoff calls where someone says some version of, “We’ll test TikTok, but I don’t think our...
TikTok Is Now a Full-Funnel Marketing Platform
Blog, TikTok Advertising Strategy, TikTok Marketing Strategy & Trends
I’ve watched more than one brand walk into TikTok thinking it was just the “awareness channel.” They’d brief cre...
How TikTok Marketing Agencies Plan Growth in 2026
Blog, TikTok Marketing Agency, TikTok Marketing Strategy & Trends
A couple of years ago, a lot of brands treated TikTok like a side project. Someone on the social team would post three v...
TikTok Ads Are Replacing Funnel-Based Advertising Models
Blog, TikTok Ads Creative & Strategy, TikTok Advertising Strategy
A few months ago, I watched a skincare brand spend weeks building a tidy paid social funnel for a U.S. product launch. A...
Why TikTok Influencer Marketing Is More Strategic in the US
Blog, TikTok Influencer Strategy, TikTok Marketing Strategy & Trends
I’ve watched a lot of brands walk into TikTok with the wrong plan. Usually it starts the same way: someone on the team...
TikTok Comments Are Becoming Conversion Signals
Blog, Content Strategy & Creation, TikTok Ads Analytics & ROI
A few months ago, I was looking at a TikTok campaign for a mid-priced skincare brand in the US. Nice creative. Solid hoo...
How TikTok Predicts Consumer Demand Before It Peaks
Blog, AI in TikTok Marketing, TikTok Marketing Strategy & Trends
A few months ago, I watched a mid-sized skincare brand panic because one of its cleansing balms started popping up in Ti...
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.
I’ve seen this happen more than once: a brand pulls together a quick creator.
A skincare founder once told me, a little annoyed, that her best-performing.
I’ve seen this happen more than once: a brand finally gets budget approved for.
A few months ago, I watched a beauty brand review six TikTok ads that all looked.