We did a deep audit of a clothing brand on TikTok and these three findings kind of blew me away.
First: premium, well produced content is outperforming.
On a platform built on scrappy UGC, craft is punching above its weight.
Second, product-focussed content wins when it doesn’t feel transactional.
Show people: Building, designing, creating… Let audiences feel the quality without the pitch.
Third, anything with big logos or heavy graphics underperformed.
If it looks like an ad, people swipe.
Here’s what we saw: the clips that held attention felt intentional and well made. You could see the care in the pacing and the picture.
The quiet product moments did the heavy lifting. Hands in frame. Fabric catching light. Stitching in motion. Craft over pitch. Those clips consistently outperformed.
Anything that leaned hard on branding tended to fall off. Big logos, heavy graphics, loud overlays. The more it looked like an ad, the faster the swipe.