Ideas & Insights
Real strategies, real data, and honest opinions from the team that’s generated 11.7B+ organic views. No fluff. Just what actually works.
Strategy — Tik-Talk™
Most brands approach TikTok like a TV commercial department that discovered a new channel. The platform rewards authenticity, native formats, and cultural fluency — not production budgets. Here’s the framework we use to fix that.
Read the full pieceLatest Ideas
A breakdown of the hyper-visual content strategy that turned a Toronto candy store into a global TikTok phenomenon in 26 months.
How letting the product speak for itself — through the right faces, formats, and timing — created one of the highest-performing beauty campaigns in our portfolio.
Adam Kat let Twitter pick a random product, went viral, got accused of buying views, then bought 1M fake views on purpose — and published the receipts.
17M views in 28 days. Here’s what happens when you strip a massive personal brand down to its rawest, most shareable truth and let the platforms do the rest.
Platform attention spans have compressed further than anyone predicted. The opening frame — not the opening second — is where virality is won or lost.
Spending money to guarantee reach is a safe bet that makes brands lazy. Here’s our honest take on why organic-first thinking produces better brand equity at a fraction of the cost.