DON'T BE ON TIKTOK UNTIL YOU ARE READY TO BE ON TIKTOK

Summary from the TLDR Marketing newsletter

Brands struggle on TikTok due to several key factors: reluctance to embrace unconventional or "ugly" content that resonates with the platform's audience, failure to engage through compelling hooks and in-app styles that disguise branded content, and a lack of strategic posting that prioritizes quality over quantity. Successful TikTok strategies involve leveraging capcut filters, meme-style content, and real-life moments, deviating from traditional brand presentations to capture user attention effectively. Planning content as a social calendar without thoughtful engagement strategies can lead to TikTok penalizing brands by limiting their reach.