Where will you put your TikTok dollars?

January 19th is quickly approaching...

Author

Carlo Palomino
January 10, 2025

Welcome back to The Friday Fortune! It’s the first full workweek of the year, and we’re all collectively battling the cruel realization that “out of office” emails don’t last forever. The gym is packed, the inbox is overflowing, and at least half of us are wondering if eating leftover holiday cookies for breakfast counts as “mindful eating.” (Spoiler: it doesn’t, but we’re doing it anyway.)

We’ve got a very important topic on deck this week: The January 19th TikTok Ban.

There’s a lot to cover, so let’s dive right in.

January 19th is approaching fast, and with it comes one of the most significant shifts in the digital marketing landscape: the TikTok ban. 

As brands brace for impact, the question isn’t just “Where do we shift our ad dollars?” but also “What strategies can truly deliver results in a post-TikTok world?”

Lucky for you, we have the answer: Fortune cookie advertising. 

I know what you’re thinking… “You’re biased.”

You’re right, we are, but there’s a lot of strong comparisons to TikTok. We even have proof that we crush TikTok in performance (more below). 

Here’s why…

Deep Emotional Connection: TikTok thrives on fleeting trends but fortune cookies create a personal deeply emotional surprise and delight brand experience when consumers least expect it. The Fortune cookie experience around the table has been a part of American culture since the 1950’s. 

High Reach with Lasting Impact: Like TikTok, fortune cookies reach millions weekly, but they’re not competing for attention against other content. Your message arrives when consumers are more focused, relaxed, and open to engagement—leading to a 92% open rate and a 63% unaided recall. 

Action Beyond Awareness: TikTok is great for brand awareness but often struggles with driving direct action. Fortune cookies go beyond awareness, generating QR code scans, organic searches, and social media shares—turning reach into measurable results.

And we have the data to prove it.

The Comparison

Recently, we worked with one of the largest mental health companies launching in Philadelphia, and they gave us a rare, apples-to-apples comparison. 

First, they tried TikTok ads from August 26th - October 11th which delivered a slight bump in engagement during the campaign’s run.

But then they paused TikTok on October 11th and pivoted entirely to fortune cookie advertising with OpenFortune, while not doing any other paid media.

The Results?

We didn’t just match TikTok’s performance—we more than doubled it:

  • 131% increase in total users

  • 130% jump in new users

  • 113% increase in returning users

  • 25% rise in engaged sessions per active user

And this wasn’t part of a multi-channel blitz.

It was a true, head-to-head test, and the results speak for themselves: real engagement, memorable moments, and tangible ROI.

In the words of Octave’s VP of Marketing, Kristin Mikie Sword: “We tested both new TikTok campaigns and OpenFortune in a new market. The traffic spike from the cookies was close to double the increase around the TikTok campaigns.”

The clock is ticking. With January 19th around the corner, brands face a pivotal decision:

  • Scramble to fill the TikTok-shaped void in their marketing strategy.

  • Or seize this moment to pivot smarter, faster, and more creatively with strategies that deliver clear-cut ROI.

Let us help you pivot smarter, faster, and more creatively.

Crack open a handful of the week’s best marketing links—because good fortune favors the curious.

That’s a wrap for this week’s Friday fortune.

If you enjoyed the read, pass it along to your favorite marketer who could use a little extra inspo in their inbox.

Until next time, may your marketing be memorable and your cookies always be fortunate!

— The OpenFortune team