Brands that make their social media teams launch on TikTok, a video platform, without hiring a video editor... what are you doing.

CEO: so you need to create a tiktok account for us

SOCIAL MEDIA MANAGER: oh, okay! can we hire a video editor?

CEO: can't you just record stuff on your phone? figure it out

SOCIAL MEDIA MANAGER: what about on-camera talent?

CEO: you're funny, right? just film yourself being funny about the brand

SMM: but I live alone in a tiny apartment, I don't have lights or a camera

CEO: idk, make some props? it's tiktok, if teens can do it you can too

SOCIAL MEDIA MANAGER: why are we even launching tiktok? our audience isn't on there, our product isn't a tonal fit, it doesn't drive traffic

CEO: because it's tiktok. we have to be on tiktok.

SMM: but why do we have to be on tiktok?

CEO: because

SOCIAL MEDIA MANAGER: well, how do you want to measure success on tiktok?

CEO: going viral

SMM: what do you mean "going viral"? what will virality get us, anyway?

CEO: just go viral, figure it out

SOCIAL MEDIA MANAGER: okay, fine. we're launching on tiktok. what's our budget?

CEO: no budget

SMM: ...

CEO: ...

SMM: ...

CEO: and you still have to do everything you were already doing