After years of astronomical growth, TikTok had quite literally run out of Gen-Z users to convert. The next frontier: bringing Millennials and Gen-X onboard.

However, these older audiences remained skeptical of the so-called "dance app". The solution? FOMO. Describe the weirdest, most enticing videos that TikTok has to offer, without actually showing them in the ads. If that couldn't drive sign-ups, then nothing would.