I’ve watched more than a few brands walk into TikTok with the wrong expectations. They show up with polished campaign decks, a month of approvals,... Read More
A founder once told me, half-joking, that their TikTok strategy was “just post more in New York and see what happens.” They were a consumer... Read More
A few months ago, I watched a beauty brand from SoHo burn through a decent creator budget on TikTok Shop videos that looked… expensive. Nice... Read More
I’ve watched more than one brand walk into TikTok with a polished 15-second ad, a clean logo animation, and a lot of confidence… then wonder... Read More
I’ve seen this happen more than once: a brand finally gets its product listed on TikTok Shop, posts a few polished videos, maybe runs some... Read More
I’ve watched a surprising number of smart U.S. brands walk into TikTok the same way: they approve a polished launch plan, hire creators with decent... Read More
A few months ago, I watched a decent mid-sized beauty brand burn through a pile of TikTok budget on videos that looked expensive and landed... Read More