“I scroll on TikTok and I have swipe files — multiple folders. Every time I watch a video that seems like it was paid for I put it into one of my four categories.”

Build a Swipe File of Competitor TikTok Ads — Consuming with a Producer Mindset Beats Any Tool

Joseph's competitive intelligence method: four category folders (talking head, skit, slideshow, product demo) where he drops every branded TikTok he spots while scrolling. Over time the swipe file reveals patterns — which hooks repeat across categories, which content formats are being AB-tested at scale, which app niches are heating up. He supplements this with TikTok's first-party ad library and Creator Marketplace filters. The mindset shift is consuming like a producer, not a passive user.