The Future of Performance Marketing Is Creator-Led Advertising
A few months ago, I watched a beauty brand spend real money on a polished TikTok spot that looked like it belonged in a paid... Read More
Blog
What Makes a TikTok Creative Worth Scaling
I’ve watched brands spend $15,000 on polished video shoots, then get outperformed by a 22-second clip filmed next to a kitchen sink. Not always. But... Read More
The Complete TikTok Marketing Checklist Before Spending Your First $10,000 on Ads
I’ve seen this happen more than once: a brand gets excited, approves a decent-sized budget, launches TikTok paid ads, and then spends the first few... Read More
How US Brands Can Prepare for the Next Evolution of TikTok Commerce
A few months ago, I watched a US beauty brand spend real money on a polished TikTok launch video that looked like it belonged on... Read More
The New Rules of Short-Form Video Storytelling
A few months ago, I watched a skincare brand spend real money on a polished launch video that looked great in a deck and did... Read More
Why Multi-Platform Short Video Strategies Outperform Single-Platform Marketing
I’ve watched this happen more than once: a brand finally gets a decent run on TikTok, everyone gets excited, and then the next month performance... Read More
Snapchat Spotlight vs TikTok: Which Fits Your Marketing Strategy
I’ve watched more than one brand team walk into short-form video planning with the same assumption: “We’ll just cut the TikTok and post it everywhere.”... Read More
Pinterest Short Video Marketing: The Underrated Growth Channel
A few months ago, I was reviewing creative for a home organization brand in the U.S. Their team had spent weeks trying to crack short-form... Read More
Instagram Reels vs TikTok: Which Delivers Better Engagement
A few months ago, I was reviewing paid social creative for a mid-size beauty brand in the US. Same product. Same hook. Same creator, even.... Read More
The TikTok clip did fine. Then it quietly did better on YouTube
I’ve seen this more than once with US brands: a TikTok gets decent reach, the team moves on, and then somebody reposts a trimmed version... Read More