The bottom line
The two failure modes are predictable: creative that looks like an ad in a feed that rejects ads, and tracking that under-reports conversions so the algorithm optimises toward the wrong people. Either one makes TikTok look like it 'doesn't work' when the channel was never set up to. in Exeter Run as its own discipline — native creative, correct measurement, TikTok-specific campaign structure and disciplined iteration — it becomes a scalable acquisition channel, particularly for consumer and eCommerce brands, sitting alongside the rest of your paid mix.
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