“On Instagram you are rewarded for building up a following and then over time you spend your time trying to extract value. TikTok is the exact opposite. Most videos that we learned are an entirely different audience every time. So you can assume it's a different auditorium of people every video.”

TikTok's For You Page means every video is a cold pitch — unlearn Instagram's build-an-audience logic

The mental model that makes Instagram coaches fail on TikTok: Instagram rewards building a loyal following that you then monetize; TikTok's For You Page distributes each video to a cold audience algorithmically selected by interest signals. Every TikTok is effectively an ad to strangers. This means no callbacks to previous content, no assumed context, and hooks must be self-contained. Ladder had to actively unlearn Instagram behaviors with each coach.