Make TikToks, Not Ads

We’ve all seen political ads. Here at CN4, we’ve made more than our share, and let’s face it – ads have a certain style – polished, high production creative, shoved into 30 seconds.

But today, over 70 percent of video content is now consumed on the small screen, and in very short increments. The new battleground of attention is on mobile, and the campaigns that understand that have an edge over their opponents.

Even a company as brand conscious as Apple has changed its strategy. Instead of traditional advertising, Apple’s TikTok presence now leans heavily on creator-style videos and content that feels native to the platform. It’s not designed to look like a commercial, it’s designed to look like a TikTok. 

Apple’s approach is simple but effective. Rather than telling people to buy a product, the company shows creators using an iPhone to shoot photos, capture videos, or experiment with new features. The content demonstrates the product while still fitting naturally into the TikTok feed.

Political campaigns often make the mistake of treating social media like television. They post traditional campaign ads, talking-head videos, or heavily branded graphics that feel foreign to the platform. The result is predictable: low engagement and wasted spending.

Campaigns that want to succeed on social should follow the Apple playbook:

• Create native content. Videos should look like something a normal user might post—quick, authentic, and informal.
• Use real people. Social audiences respond to people more than institutions.
• Produce a lot of content. Social platforms reward experimentation!
• Focus on storytelling. Behind-the-scenes moments or simple explainers often perform better than scripted messaging.

As a consultant, I’ve had tons of candidates ask me to “do” their social media. We could take your money but it would be costly, boring and ineffective. Anyone can sit in an office somewhere and produce “endorsement alert” Canva graphics. That’s not good social. What is? The candidate walking into a small business with the camera on and talking to the owner, unscripted, about their challenges. Beto’s drive across America with a Republican Congressman. Zohran’s person on the street conversations with average New Yorkers.

The lesson is straightforward. Social isn’t just another advertising channel. It’s a culture. The candidates that succeed are the ones willing to adapt to it. In short, don’t make ads for TikTok. Make TikToks. 

Want to talk about how social media matters in elections? Reach out to Dean at dean@cn4partners.com or 206-423-0120