There. I said it.
TikTok sucks the life out of everyone. It’s a time sink from a both a consumption and creation stand point.
Is it fun? Yep
Is it hard as hell for brands. Absolutely
Is it frustrating for everyone? You know it.
Views are all over the place. And incredible creators who routinely hit great views also just get blindsided with low views for what feels like no reason.
The only fail safe is to incorporate paid. It ensures that if for some reason, your influencer partner gets a wave of bad luck from the TikTok gods, your marketing dollars aren't burned at the stake.
And brands don’t typically have to pay for spark code access.
Why? Creators know the odds. And they wisely want the views.
And FWIW, TikTok is really more of a paid strategy platform anyway. Just like TV once was and YT became.
Do you agree? LMK in the comments 👇
This post was originally shared by Jessica Phillips on Linkedin.