Why TikTok is becoming more like TV...

No, I’m not talking about ad budgets moving to short-form or the long slow decline of TV viewership among Gen Z and Millenials…

I’m talking about production value. It’s never been more competitive to be a creator. Maybe you’ve even noticed this yourself on your FYP.

Highly scripted content, tight hooks, slick editing, and shallow depths of field.

The smartest creators are swapping iPhones for DSLR-like cameras and lavalier microphones in hopes of differentiating against the sea of UGC talking heads.

The irony? While creators are elevating their production game, most brands are doing the opposite - lazily chopping up TV commercials for TikTok. Then wondering why they're getting scrolled past.

Instead, the brands getting it right are blending TV's production prowess with TikTok's native appeal & permission to experiment.

To put this into practice, let’s take a look at Atlassian's recent campaign with Zach Woods:

✅ Partnering with actor Zach Woods (a TikTok favorite)

✅ Slick, self-referential and funny more traditional spot

✅ Smart hook on his organic videos ("I'm selling out...")

Where Atlassian missed however:

❌ A Limited content strategy on Zach's accounts

❌ No signs of experimentation on @Atlassian accounts

❌ As far as I can tell, limited or no paid budget on TikTok or Instagram…

TikTok isn't a post-and-pray platform. So, it’s a shame to see their no doubt expensive-to-make videos not reach their full potential.

I’d put more paid dollars behind those videos or I would have partnered up with an additional creator in this niche on a few content formats to see what could work.

So while big budget videos can help, it’s not enough. Those who succeed embrace the platform's built-in permission to test, learn, and iterate constantly.