A few months ago, a restaurant client came to us excited. An influencer had posted a TikTok video about their food. The video got 50,000 likes. "We should be on TikTok," they said. "Look at this engagement." We tried it. It flopped. Not because TikTok is a bad platform — TikTok is an excellent platform for the right business with the right kind of audience built the right way. But the 50,000 likes on the influencer's video had nothing to do with the restaurant. They had every