It Starts With Watching

TikTok reframes “scrolling” as the first step of creativity—while Google makes AI video the baseline, Meta unifies attribution, and Decathlon sells access over ownership.

Author

Javier García
December 19, 2025 • Estimated Reading Time: 5 minutes

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Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

TikTok – “It Starts With Watching” (2025 Global Brand Campaign)

TikTok’s “It Starts With Watching” reframes passive scrolling as the first step of creativity. The ad follows different people casually watching videos late at night or during breaks. A dancer pauses a clip and tries one move. A cook saves a recipe and tweaks it the next day. A designer screenshots a colour combo and later applies it to a real project. The film never shows posting. It ends with one line: “Creation doesn’t start by posting. It starts by watching.”

Key marketing lessons

• Reclaim passive behaviour: TikTok removes guilt from scrolling and reframes it as inspiration, not waste.
• Lower the creator barrier: You don’t need to post to belong. Watching is positioned as a valid entry point.
• Behaviour before platform: The story focuses on what people do with ideas, not on features or tools.
• Normalize creative process: Inspiration is shown as messy, indirect and personal, not instant or polished.
• Strengthen creator economy narrative: By validating early stages, TikTok expands who can see themselves as a creator.

A strong reminder that platforms grow when they legitimise how people actually behave, not how brands wish they behaved.

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Weekly Tip

Make the Message Self-Sufficient

Your content should stand on its own, even when seen out of context.

• Avoid references that require prior posts to understand
• Give just enough context for the idea to make sense
• Assume this is the first thing someone sees from you

When each piece is self-contained, it travels further and lands clearer.

Weekly Challenge

Expectation vs Reality

This week, realign how your audience understands results in your niche:

• Pick one common expectation people have about growth or marketing
• Create a post showing the expectation versus the reality, side by side
• Explain in one or two sentences why the gap exists
• End with one practical action they can take instead

Content that clarifies reality attracts more serious, long-term followers and filters out the wrong audience early.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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