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I know you’re going to hate hearing this. I hate writing it. But if your brand still isn’t on TikTok as 2023 wraps up, you may be behind. This isn’t trend-chasing. We have to suck it up and go where attention lives. TikTok is shaping buying decisions across nearly every demographic, not just Gen Z.
1. People Are Spending Serious Time Here
TikTok now has over 1 billion monthly active users, and the average person spends about 95 minutes per day on the app. That’s more screen time than Netflix for some people (Saintnicks). And it’s not background noise. People are watching closely, not just scrolling past.
2. The Algorithm Works in Your Favor
You don’t need a huge follower count. TikTok’s algorithm recommends content based on what people like to watch, not who they follow. That gives smaller brands a legit shot to go big—even from zero. (Wikipedia – TikTok)
3. Low Budget, High Impact
You don’t need fancy gear or a studio. TikTok rewards authenticity. A founder talking to their phone camera can outperform a polished brand ad—if the message hits home (Third Wunder).
4. It’s Already Working for Small Businesses
This isn’t theory. One small brand boosted revenue by 1,650% after going viral on TikTok (Business Insider). TikTok itself reported $24.2 billion in economic activity from small businesses using the platform in 2023 (TikTok Newsroom).
5. TikTok Shop Removes Friction
Launched in September, TikTok Shop lets you sell right inside the app. No redirecting people to your website. No friction. You see it, you click it, you buy it (Wikipedia – TikTok Shop).
6. People Trust What They See
A TikTok study found that 92% of users who took action after watching a video said they did it because the content made them feel something. And 72% said they trust TikTok creators more than traditional ads (TikTok “What’s Next” report).
The Takeaway
TikTok isn’t just silly videos anymore. Used effectively, it can be a source of leads.
Title: Burnout, Bots, and Brand Trust: The Year Marketing Tried to Be Human Again
Published: January 2023
In 2022, marketing stopped trying to win the internet and started trying to win people back.
After a two-year sprint through pandemic pivots, remote chaos, and digital everything, the mood shifted. Customers were burned out. Teams were burned out. And somewhere in the noise, a quiet message emerged:
“Don’t try to be everywhere. Try to be real.”
It was the year of rebuilding brand trust. Of cutting through automation sludge. Of rethinking the funnel. And for many of us—of remembering why we got into this work in the first place.
Here’s what actually happened.
Consumer Behavior Changed—And Got More Selective
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78% of consumers unfollowed brands in 2022 due to “inauthentic” messaging
(Source: Stackla, “Bridging the Gap” Report) -
Trust in social ads dropped for the third straight year—down to 43%, with Gen Z showing the sharpest decline
(Source: Edelman Trust Barometer) -
Email open rates held steady at 21.5%, but click-throughs declined by 5%
People opened out of habit, not curiosity. -
Reviews, UGC, and peer-led content outperformed branded ads in 73% of A/B tests
Trust shifted to real people, not stylized creatives.
We Over-Automated, Then Regretted It
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Martech stack bloat peaked: the average mid-sized marketing team used 91 tools
(Source: ChiefMartec 2022) -
Chatbots replaced contact forms on 62% of B2C websites—but customer satisfaction dropped by 11%
The human touch was missed more than expected. -
AI-generated content became trendy—but conversion rates were 37% lower when used without human editing
You can’t automate authenticity.
What Did Work? Anything That Felt Human
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Influencer marketing spend rose 42% year over year
Especially micro-creators (under 100K followers), who delivered better ROI and engagement. -
SMS campaigns saw a 35% click-through rate—with 98% open rates
Text isn’t dead. It’s just underused. -
Podcast ad revenue jumped to $2 billion, and listener trust remained higher than any digital format
People still like voices more than headlines. -
Brands that publicly admitted mistakes saw an 8% brand trust lift
Honesty scaled.
So What Do We Do With This?
The lesson of 2022 wasn’t “be everywhere.” It was:
Be somewhere real. With something worth saying. To people who might actually care.
We learned (again) that automation should support communication—not replace it. That being human still scales when done right. That trust still matters more than targeting.
And that the brands who won last year weren’t louder. They were clearer.
Five Takeaways From 2022
For CMOs, marketing leads, and teams who want to make smarter moves in 2023:
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Cut your stack. Most teams don’t need 90 tools.
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Edit your AI. Machine content is only as good as the human who sharpens it.
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Trust is the new KPI. If your customers don’t believe you, your reach is meaningless.
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Get personal again. SMS, podcasts, micro-creators—small formats built real engagement.
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Real is rare. That’s why it still works.
Let’s get this out of the way: I like AI. I use it. I even talk to it more than some of my friends. But let’s not pretend it’s Don Draper.
What AI is great at? Vomiting out a rough idea so you can sharpen it. Rewriting headlines until one of them doesn’t suck. Spitting out 20 variations of something you weren’t even sure how to start.
But it doesn’t know timing. Or tone. Or how to write a line that makes you pause, not scroll.
A lot of brands are skipping the human part. They’re posting AI-generated sludge and calling it “content.” That’s not innovation. That’s
laziness dressed up in automation.
The good news? If you still have a voice, your own. You can make AI your assistant, not your replacement. But it starts with knowing who you are before you press “generate.”
I never actually got around to publishing this, but I think it’s an easy idea, and a great gift too. A soothing nighttime read for your young baby- simple pictures of everyone in the family, fast asleep.
It’s that time of year when we’re all going stir crazy. But this year, I have a little baby who needs constant attention, so any moments I can break free of the house need to be spent wisely. My good friend ChatGPT recommended some ideas to me. What do you think?
1. Explore the Kubota Garden
Tucked away in South Seattle, Kubota Garden is a hidden gem that fuses traditional Japanese landscaping with Pacific Northwest beauty. The rain enhances the colors of the trees and the ponds, creating a tranquil, almost mystical experience. Walk along the serene paths, cross arched bridges, and enjoy the sound of the rain on the leaves. Bring an umbrella and good boots, and you’ll have the park practically to yourself.
2. DIY Workshop at Ballard Reuse
If you’re into building or upcycling, Ballard Reuse is your spot. This architectural salvage shop is full of reclaimed materials, from vintage wood to old hardware. They host DIY workshops on creating furniture or decor from salvage items. Even if there’s no class that day, you can spend hours exploring the treasures and getting inspiration for a rainy-day project.
3. Catch a Cult Classic at the Grand Illusion Cinema
Skip the blockbusters and head to the Grand Illusion Cinema in the U-District. This small, independent theater shows obscure films, cult classics, and indie flicks that you won’t find anywhere else in the city. The theater itself is an experience—an intimate, old-school space that feels like stepping back in time.
4. Pioneer Square’s Underground Tour
Seattle’s famous underground is something most tourists don’t know about until they visit, but locals often forget about it too. The rain makes it an ideal time to dive into the city’s hidden history. Explore the old streets buried below modern Seattle, hear stories about the city’s past, and walk through spaces that are both eerie and fascinating.
5. Make Your Own Terrarium at Glasswing Greenhouse
If you’re looking for a creative way to bring the outdoors inside, check out Glasswing Greenhouse in Capitol Hill. They offer workshops where you can create your own terrarium or plant arrangement. Whether you’re a gardening pro or have never kept a plant alive, it’s a fun, hands-on way to engage with nature while staying dry.
6. Shop for Quirky Finds at Archie McPhee
For a truly one-of-a-kind shopping experience, visit Archie McPhee in Wallingford. Known as the home of bizarre and unusual items, it’s the perfect rainy-day escape. From rubber chickens to quirky costumes, you’re bound to find something fun (or at least laugh-worthy) here. It’s also a great spot to pick up a weird gift for that friend who has everything.
7. Volunteer at the Bike Kitchen
For those who love tinkering, check out the Bike Kitchen in the U-District. It’s a community bike repair space where you can learn how to fix bikes, build your own, or help others with repairs. Whether you’re an expert or a total newbie, it’s a great way to spend a rainy day while doing something hands-on and helpful.
8. DIY Pottery at Emerald City Fired Arts
Unleash your inner artist at Emerald City Fired Arts. You can choose from a range of pottery pieces to paint, and they’ll glaze and fire them for you. It’s a calming and creative way to spend the day, plus you get to bring home your handmade art.
9. Indoor Mini Golf at Flatstick Pub
If you want to combine indoor fun, a little friendly competition, and local beer, Flatstick Pub in South Lake Union or Pioneer Square is the place to be. They offer mini golf and other games in a laid-back pub atmosphere, perfect for rainy-day entertainment with friends.
How did ChatGPT do? Like any of them?
July 21, 2021
The only people who read this are friends of mine. And as far as I know, 100% of my friends are vaccinated.
But if you stumbled here from some random Twitter or Facebook post, please get vaccinated.
Look, I get that you may hate Democrats on principle. But there’s no reason to tank the economy and put the health of the nation at risk just because you want to make sure that the magical day you are sure will happen when you finally make $400,000 a year, your taxes aren’t higher.
Just get vaccinated. It’s safe. And look at it this way. If the vaccine ISN’T safe, you’re screwed anyway. Either 1/2 of us will be flesh-eating zombies and take you down regardless, or 1/2 of us will be dead and you won’t have a way to manage taking care of yourselves without any scientists or doctors. So you might as well just join us.
My deep thought of the day.
This is backwards-looking of course. But if the IOC powers-that-be had figured out last year how to test potential Olympic athletes for COVID-19, quarantine them when they got to Tokyo, and accept that they would have to ban all spectators, then a global population stuck at home would have made it the most-watched Olympics ever. Maybe by 25-40%. People would have been arguing on Twitter about archery and synchronized swimming.
But instead, out of safety, the Olympics were postponed a year. And in the summer of 2021, when we can all go outside again and do other things with friends and family, who really wants to sit at home and watch the Olympics? Instead, this could be one of the lower-rated Olympics ever. Tough break for NBC.