TikTok strategy, UGC production, creative ads and behind-the-scenes: what we learn producing hundreds of vertical videos every month for 350+ brands.
What we learn on set, written for the people who commission videos
This blog is written by the team at Esekai, a vertical video production studio based in Paris since 2022 and founded by Tony Lo. We write from what we see every week on shoots and in our clients' ad accounts: what hooks viewers in the first two seconds, what brings a cost per click down, why a restaurant fills up after one video and not after another.
The articles fall into four groups. Instagram Reels and social media, the largest, covers editorial lines, content calendars, crisis management and tools. Creative ads and video advertising covers hooks, creative testing and briefs for TikTok Ads and Meta Ads. UGC production explains how we choose creators, how we direct them and what you can expect from a video shot on a phone. TikTok strategy for brands finally deals with brand accounts, posting frequency and the algorithm.
When an article quotes a figure, it gives its source. When it talks about our results, it links to the matchingcase study , for example BYD's cost per click divided by 2.6 on TikTok Ads and Meta Ads. Looking for a technical term? The glossary defines them one by one, and the method page describes how we work, from brief to delivery.