TikTok Advertising Strategy

A skincare founder once told me, a little annoyed, that her best-performing TikTok ad was filmed by a creator in bad kitchen lighting with a... Read More

A few months ago, I watched a beauty brand review six TikTok ads that all looked “good” on paper. Nice lighting. Clean hooks. Decent editing.... Read More

I’ve seen this happen more times than I can count: a brand launches on TikTok, gets a few promising sales in the first week, then... Read More

A lot of brands don’t really have a TikTok retargeting system. They have a few audiences sitting in Ads Manager, maybe a cart abandoner campaign,... 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

I’ve watched a U.S. brand spend $40,000 on TikTok creative that looked beautiful and felt completely dead the second it hit the feed. Clean lighting,... Read More

A few months ago, I watched a mid-sized beauty brand burn through a decent test budget on TikTok in under two weeks. Their media buyer... Read More

I’ve watched more than one e-commerce team burn through a decent budget on TikTok because they treated it like Meta with louder music. They had... Read More

I’ve watched small brands burn through a month’s ad budget on TikTok in four days because the creative looked like, well, an ad. Polished lighting,... Read More