Spoiler Alert: It’s Still Not What You Think
I’ve been talking shop with some of the sharpest creative minds on my show lately (Season 3 is brewing—sponsors, slide into my DMs). And here’s the kicker: everyone’s still chasing that mythical beast, the Perfect Ad.
Spoiler alert: it’s as elusive as ever.
In a world where attention spans barely outlast a TikTok trend, the Perfect Ad is the marketing world’s Bigfoot. People swear they’ve spotted it on TikTok, Instagram Reels, or YouTube Shorts.
But try to get a clear picture, and all you’ve got is some blurry nonsense and a million opinions.
If you’re in marketing, forget selling shampoo or sneakers—you’re now peddling lifestyles, vibes, and existential dreams, all in under 15 seconds. Mad Men-style storytelling? Please. The game today is speed dating on Adderall.
Hook them fast, or they’re off to watch a goat play the ukulele.
The TikTokification of Everything: Ads, But Make It Vibes
Social media has gone from being a platform to being the platform—a lifestyle, a search engine, and, for the perpetually online, a full-blown religion. And the high priest? TikTok. Gen Z isn’t “googling it” anymore; they’re TikToking their way to answers, inspiration, and shopping carts. Need a recipe for lasagna, a skincare routine, or an irrationally expensive water bottle? TikTok’s got you covered in 15 seconds or less, probably with a trending audio and someone doing a silly little dance.
Here’s the kicker: 74% of Gen Z uses TikTok as their primary search engine.
Let’s take a moment of silence for Google, which is now that sad, forgotten app next to the stock weather widget. Somewhere in Mountain View, execs are stress-eating kale chips while brainstorming how to make search results feel “snackable.”
But TikTok isn’t just a search engine—it’s a vibe.
It’s where ads go to live or die based on their ability to blend seamlessly with cat videos, dance trends, and chaotic cooking tutorials. The days of polished, glossy ads with A-list celebrities endorsing your product are over.
Today’s winners look like they were filmed in someone’s messy bedroom, with the lighting from a desk lamp and the energy of “I just woke up and remembered this cool thing I have to share.”
Ads That Don’t Feel Like Ads
Here’s the thing about Gen Z: they can smell a scripted ad from a mile away, and when they do, it’s an instant swipe. Ads that look too polished, too rehearsed, or too much like something your parents would nod approvingly at? Dead on arrival.
The secret sauce of TikTok ads is their ability to feel authentic, raw, and—this is crucial—fun. If it doesn’t look like it was created by their favorite creator on a whim, you’ve already lost them to the next #LifeHack video.
The beauty of TikTok’s influence is that it’s turned advertising into an interactive, participatory experience. The best TikTok ads don’t just sell a product; they invite the viewer into a moment. It’s the makeup tutorial where the influencer casually mentions the product as a must-have.
It’s the cooking video where the brand’s logo flashes briefly but memorably. It’s the unboxing video that feels less like an ad and more like a peek into someone’s life.
From High-Gloss to High-Vibes
This is where things get interesting. TikTok isn’t just killing the old rules of advertising—it’s holding a full-on funeral for them. The overly produced, perfectly lit, meticulously edited ads of the past? They’re as irrelevant as a Facebook poke. In the world of TikTok, imperfections are the new perfections. Ads with awkward cuts, real human moments, and just a little bit of chaos? Those are the ones that go viral.
It’s not about being polished; it’s about being real. Real funny, real relatable, or real useful. If your ad doesn’t make people think, “Wow, that’s so me,” or at least laugh out loud, it’s destined to be scrolled into oblivion.
The Gospel According to TikTok
TikTokification isn’t just a marketing strategy; it’s a philosophy. Brands that thrive in this space understand one key thing: it’s not about dominating the feed; it’s about becoming part of it. The ads that work are the ones that feel like they belong alongside the latest viral challenge or someone’s chaotic recap of their worst Tinder date.
If you’re a marketer wondering how to crack this code, the answer is simple: let go. Stop obsessing over control, perfection, and branding guidelines that read like legal documents. Start embracing the weird, the messy, and the unexpected. Because in the TikTok era, ads aren’t just selling products—they’re selling vibes. And if your vibe’s off? Swipe.
AI: Your Overhyped Assistant
Ah, AI—the thing every marketer is pretending to understand. Sure, it can sift through data, identify creators, and spit out recommendations, but let’s not kid ourselves: AI isn’t creative. It’s efficient. It’s the intern who organizes your spreadsheet, not the genius who comes up with the next “Got Milk?” campaign.
But AI does have its place. Need to find creators who align with your brand? Great. Want to optimize performance by testing a million variations of your ad? Cool. Just don’t expect it to replace the messy, brilliant spark of human creativity.
Behind the Curtain: The Creative Grind
You’ve seen it—a shiny, scroll-stopping 30-second ad that feels effortless, as if it just materialized. But let’s pull back the curtain. Behind every great ad is a frenetic, caffeine-fueled process that looks less like a sleek marketing team and more like a group project gone slightly off the rails.
It all starts with research, and not the boring kind. Well, unless you’re over 50. Which is, sorry to say very soon, me.
Think trend-stalking on TikTok at 2 a.m., doomscrolling Instagram for inspiration, and frantically Googling what Gen Z cares about this week (spoiler: it’s probably something they’ll mock by next week).
The best brands don’t just study trends—they camp out in their audience’s digital backyard, watching their every move like a marketer-turned-PI.
And yes, stalking competitors is part of the game.
If your rival just nailed a viral ad, you’re not taking notes; you’re rewriting your entire strategy.
Then comes the brainstorming. Sounds glamorous, right? Imagine a room full of creatives spitballing ideas while guzzling overpriced cold brew. In reality, it’s more like 50 terrible ideas, one decent one, and the crushing realization that maybe a TikTok dance isn’t the right way to sell life insurance. It’s trial, error, and praying someone has a lightbulb moment before the snacks run out.
And let’s not even start on the execution phase: endless creative briefs, pitch meetings, and revisions that multiply faster than a rabbit colony.
“Can we make it pop more?” “What if we try adding another influencer?” “Does this scream ‘authentic’ or just whisper it?”
By the time the ad finally comes together, the team’s consumed enough coffee to power a mid-sized nation and sacrificed their sanity on the altar of marketing.
The Wildcard: Micro-Influencers
Enter the unsung heroes of modern advertising: micro-influencers.
These niche creators don’t have millions of followers, and that’s their power. They’re relatable. They’re trusted. And they know how to connect with their audience in a way that feels natural, not scripted. When they endorse a product, it’s not, “Look at me, I’m a celebrity, buy this!” It’s, “Hey, I love this thing, and you might too.” The difference?
One feels forced, the other feels like a recommendation from a friend.
If your ad strategy doesn’t include micro-influencers, you’re playing the game wrong. They’re the bridge between brands and consumers, turning product pitches into authentic conversations. And when done right, their content doesn’t just sell—it builds trust, loyalty, and that holy grail of marketing: community.
The Anatomy of “Perfection”: Building the Unicorn Ad
Alright, fam, let’s get into it. Whether you’re a double-shot-latte brand manager or an intern trying to make your mark, chasing the Perfect Ad is like manifesting your crush sliding into your DMs—it’s mostly wishful thinking.
But if you’re stubborn enough to try, here’s the blueprint for getting close to that rare aesthetic: almost perfect.
Snatch Their Attention or Get Scrolled
This isn’t the 2000s where you had five minutes to explain yourself. You’ve got three seconds—the length of time it takes someone to decide if your ad is a vibe or a total cringe-fest. If you’re not making them stop mid-scroll, you’re already in the digital trash.
Think bold. Think chaotic. Think the energy of a raccoon breaking into a Taco Bell. Whether it’s a flying baby Yoda meme or an avocado proposing to toast, your hook needs to slap harder than that viral corn kid. It’s gotta make someone yell “OMG, same!” and hit replay before they even realize it’s an ad.
Make It Audibly Lit
Audio is the new drip, and if your sound design isn’t on point, your ad might as well be muted. A catchy sped-up remix or a chaotic-but-funny voiceover can turn your clip into a banger. It’s all about creating a vibe that makes someone say, “Wait, what’s this song?” as they Shazam your ad mid-scroll.
TikTok has already trained everyone to expect iconic sounds. Your ad needs to belong on a playlist, not just the For You Page. If it doesn’t make someone bop their head or chuckle out loud, start over.
Slide into Feeds, Not Sales Pitches
Hard sells are dead. Nobody wants to feel like they’re being pitched to, especially not Gen Z. Your product needs to be the quiet, cool kid at the party who casually drops a fire playlist, not the loud one who won’t stop shouting about their crypto portfolio.
The trick is to make your product part of the story, not the star. Instead of screaming, “Buy this new water bottle!” try, “Here’s how this bottle saves me from looking like a dehydrated cactus.” It’s all about making it feel like a life hack, not a sales pitch.
Fix Their Chaos, Fast
Nobody cares about your product unless it solves a problem. Sell mascara? Show how it survives a Netflix marathon, a workout, and a surprise FaceTime. Pushing snacks? Prove they’re the cure for 3 a.m. existential crises and mid-finals panic attacks.
Your ad needs to make people think, “Wow, how did I even live before this?” If they’re not internally screaming, “Take my money!” you’ve missed the mark.
Edit Like It’s the Oscars, But Make It TikTok
Editing is everything. If your ad doesn’t move faster than someone swiping past an ex’s Instagram Story, it’s game over. Snappy cuts, unpredictable transitions, and a little chaos keep the vibe alive. Think of your ad like a TikTok trend: fast, fresh, and impossible to ignore.
Your goal is to keep the energy so high that viewers are too busy vibing to realize they’re being marketed to. If it drags for even a second, you’ve lost them to a video of a golden retriever driving a toy car.
A little messiness and unpredictability go a long way in standing out. In a sea of polished perfection, being a little chaotic can be exactly what makes you unforgettable.
Stop Chasing Perfection, Start Chasing Connection
Here’s the plot twist nobody tells you in marketing school: the perfect ad doesn’t exist. Perfection is a myth, and chasing it is a waste of time and resources.
What does exist is the right ad—the one that makes someone stop mid-scroll, laugh, cry, or think, “That’s so me.”
The ads that win aren’t the polished ones following a step-by-step formula. They’re the ones that lean into the messiness of being human. They take risks.
They don’t just aim for attention; they aim for connection. Maybe it’s a quirky joke, an unexpected moment of vulnerability, or a bold choice that feels almost too weird—but it works.
Authenticity is the new perfection, and it doesn’t play by the old rules. That means letting go of the fear that your campaign will flop or that your creative risks might ruffle feathers. Safe ads are forgettable ads, and in a world drowning in content, forgettable is worse than bad.
So, stop obsessing over flawless lighting and perfectly worded scripts.
Start leaning into the chaotic, emotional, sometimes awkward process of making ads that feel something. Because at the end of the day, nobody remembers the ad that played it safe—they remember the one that hit them in the gut, made them laugh until they snorted, or inspired them to share it with a “this is so us” caption.
Now go forth, embrace the mess, and pray your next campaign doesn’t get upstaged by a skateboarding cat with a GoPro.
Actually, scratch that—if the cat fits your brand, put it on payroll.
