Clear and concise messaging works best on TikTok. When I make videos for TikTok or Instagram Reels, I cut clips together and rely on music and transitions to keep attention, but the most important thing is to have one distinct message per post, and make it very clear what that is from the get go. For example, you want to sell a specific product. Begin with the main point, communicate benefits, and directly call out a "Call to Action." (in this case, it would be to check out the product and direct traffic to the website for a purchase) If you can rely on organic reach, absolutely do. It isn't impossible for brands to have enough engagement that others end up doing your marketing for you. Trends are important for the organic reach and building engagement. I honestly believe paid advertising is important, but in moderation. Creativity and effort is recognizable, and consumers don't want an ad, but they do need convincing.