Greg Stewart

We started another account, did the same things.

We're like, we can do this organically.

It was three months.

And then we said, let's start putting some money behind this and see how it goes.

We had no performance marketing team.

We had no agency.

I was absolutely against hiring anybody outside the company.

And I just committed to learning how to be a performance marketer on TikTok.

Because we didn't come from performance marketing or Facebook, we had no preconceived notions of how things should go.

And when you talk to Facebook marketers who are moving to TikTok, they were applying all these rules and heuristics of Facebook and Instagram to TikTok.

But these are two separate platforms.

You have this Chinese app and a different algorithm.

Why would those rules matter over here?

I spoke at All Hands for TikTok.

And I was talking about some of our strategy and I had conviction in what we were doing.

And I was like, yeah, I make budget changes seven to 10 times a day.

And if you talk to the TikTok group, they're like, you shouldn't touch it for two weeks.

It's the learning phase and all these things.

Well, all those people came from Facebook and all the rules they were telling me were Facebook rules.

And at the end of the meeting, this woman comes up to me and she was like, that was really interesting because the things you had most conviction in are the opposite of what we're telling our clients to do.