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 Stoke-on-Trent 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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