I’ve watched a founder spend $12,000 on polished TikTok videos that looked like mini commercials, only to get outperformed by a shaky iPhone clip filmed... Read More
I’ve watched this happen more than once: a US brand finally decides to put real budget into TikTok, the team pulls a few decent-looking videos... Read More
A founder in SoHo spends three weeks approving a polished brand video. Nice lighting, clean edit, expensive set. It goes live on TikTok and lands... Read More
I’ve sat in too many meetings where a brand spent six figures on polished creative, only to watch a shaky iPhone video from a creator’s... Read More
A few months ago, I watched a mid-size beauty brand burn six weeks trying to “get serious” about TikTok. They hired a social coordinator, gave... Read More
I’ve seen this happen more than once: a brand hires a solid full-service agency, the team builds a clean strategy deck, they repurpose a few... Read More
I’ve seen this happen more than once: a brand spends three weeks getting “TikTok-ready,” approves a polished creative brief, hires a few creators, launches ads,... Read More
A brand spends three weeks polishing a 30-second TikTok ad, gets legal approval, color-corrects it, adds captions that look like they came from a Super... Read More
A skincare founder once showed me two TikTok videos for the same product. One was shot in a bright studio, clean lighting, polished copy, brand... Read More