TikTok Marketing Strategy

A few months ago, I watched a skincare brand insist on running the same polished product video for every stage of its TikTok campaign. Nice... Read More

I’ve watched this happen in meetings more than once: someone pulls up a TikTok of a creator reviewing a lip stain, points to the comments... Read More

A few months ago, I watched a decent skincare brand post a TikTok that should’ve done well. Strong hook, clean lighting, creator with actual presence,... Read More

A brand gets a hit on TikTok and suddenly everyone in the Slack channel acts like the code has been cracked. I’ve seen this happen... Read More

A couple years ago, a lot of brands treated TikTok like a side project. Someone on the social team would post a trend remix, maybe... Read More

I was on a call not long ago with a mid-size skincare brand in Texas that had done what a lot of teams do when... Read More

A few months ago, I watched a beauty brand spend real money on a polished launch video for TikTok. Nice lighting. Clean edit. Founder on... Read More

A few months ago, I watched a skincare brand spend two weeks polishing a glossy product video for a retail launch. Nice lighting, clean set,... Read More