TikTok Is Becoming the Most Transparent Ad Platform
A few years ago, if a paid TikTok video flopped, teams would blame “the algorithm” and move on. I’ve sat in those meetings. Someone would... Read More
TikTok Advertising Strategy
TikTok Is Setting New Standards for Brand Growth
A couple of years ago, I watched a beauty brand spend weeks polishing a launch video for TikTok. Clean lighting, agency-approved script, nice edit, everything... Read More
TikTok Ads Are Becoming Context-Driven, Not Interest-Driven
A few months ago, I watched a skincare brand insist on targeting “beauty lovers” with the kind of confidence that usually comes right before a... Read More
TikTok Is Becoming the Core of Digital Strategy
A couple years ago, a lot of brand teams treated TikTok like the intern project. Post a few trend videos, send out some PR boxes,... Read More
TikTok Is Blurring the Line Between Content and Advertising
A while back, I watched a skincare brand approve a polished ad with clean lighting, a tidy bathroom set, and a creator who hit every... Read More
TikTok Is Now Essential for Brand Growth in the US
A few years ago, a lot of US brands treated TikTok like a side project. Someone on the social team would post a trend recap... Read More
TikTok Is Shaping the Future of Digital Advertising in the US
A few months ago, I watched a beauty brand spend real money on a polished video ad that looked like it belonged on Hulu. Nice... Read More
How TikTok Marketing Turns Attention Into Revenue
I’ve watched more than one brand walk into TikTok with the same bad plan: cut down a polished Instagram ad, slap on a trending sound,... Read More
TikTok Content Lasts Longer Than Most Paid Campaigns
I’ve watched brands spend $15,000 on a paid social flight, celebrate a decent three-day spike, then go quiet the second the budget shuts off. A... Read More
How TikTok Is Redefining Performance Marketing
A few months ago, I watched a skincare brand spend real money on a polished paid social campaign—clean lighting, expensive talent, tidy product shots, all... Read More