The Three Things Every Marketer Needs to Know
Unlike Google (where users have purchase intent) or even Instagram (where product discovery is normalized), TikTok users are there for one reason: to be entertained. They're scroll
1. People Use TikTok for Entertainment, Not Shopping
Unlike Google (where users have purchase intent) or even Instagram (where product discovery is normalized), TikTok users are there for one reason: to be entertained. They're scrolling through the For You Page, consuming a dopamine-hit loop of short videos.
This means your ad competes directly with the most engaging organic content on the internet. If it feels like an ad, users scroll past it before your logo appears. If it feels like content, you have a chance.
2. Creative is Everything
On Facebook, you can get away with mediocre creative if your targeting is precise. On TikTok, creative is the targeting. The algorithm serves content based on engagement patterns, not demographic profiles. A compelling video gets distributed regardless of your targeting settings. A boring one dies immediately regardless of your budget.
The companies that struggle most on TikTok are the ones who can't let go of the mindset that ads should look like ads. Polished, studio-lit, brand-safe commercials get destroyed on this platform. Raw, authentic, user-generated-feeling content wins.
3. What Works Here Works Everywhere
Here's the upside: if you crack creative that works on TikTok — the hardest platform to earn attention on — that creative tends to perform well on Instagram Reels, YouTube Shorts, and Facebook too. TikTok is the ultimate creative testing ground.