【Guy】You know what's crazy? Every year, brands spend millions trying to crack the code of Christmas marketing on TikTok, but most of them are completely missing the mark. Today we're diving into some fascinating research from Atypica.AI that reveals why your favorite snack brand's Christmas TikTok might be driving you away instead of making you want to buy. 【Ira】Right, and this isn't just about what's trending or what hashtag to use. This study actually dug into the psychology of why people open TikTok during the holidays in the first place. And Guy, the findings are kind of surprising. 【Guy】So Ira, picture this - it's December, you're stressed about holiday prep, you open TikTok. What are you actually looking for? Most brands think you want to see their beautiful, polished Christmas commercial. But that's where they're getting it completely wrong. 【Ira】Exactly. Atypica discovered that consumers are essentially "hiring" TikTok content to do specific jobs for them during Christmas. And I love this framework they used - it's called Jobs-to-be-Done. Instead of just asking what people watch, they asked what problem that content is solving in their life. 【Guy】And they found four main "jobs" that people need done during the holidays. The biggest one? "Simplify My Season" - basically, help me reduce the stress and chaos of holiday prep. People aren't looking for more pressure, they want solutions. 【Ira】Which makes total sense when you think about it. But here's what's fascinating - they also discovered this whole category called "Entertain and Validate Me." People want to see the holiday chaos acknowledged, not ignored. They want brands to say "Hey, your baking failed? That's totally normal." 【Guy】Right! And this connects to something really important about authenticity. The research found that virtually every single person they interviewed rejected content that looked like a polished TV commercial. One person called it a "red flag" if the video looked too professional. 【Ira】Wait, so you're telling me that spending more money on production actually makes people trust you less? 【Guy】Exactly! It has to feel like it was "filmed on a phone." But here's the nuanced part - it still needs to be good. Clear audio, good lighting, genuinely useful content. It's not about being amateur, it's about being authentic to the platform. 【Ira】So they essentially created a whole framework for this, right? They used something called the KANO model to figure out which content features are just basic expectations versus which ones create those "wow" moments that make videos go viral. 【Guy】The KANO model is brilliant for this. They found that authenticity isn't even a "nice to have" - it's a bare minimum requirement. But things like nostalgic throwbacks or genuinely useful hacks? Those are the features that create real delight and sharing. 【Ira】And they turned all of this into actual content blueprints. Like, they're not just saying "be authentic" - they're giving specific templates. One they call the "Holiday Lifesaver" - it's for stressed parents and party hosts who need quick solutions. 【Guy】Picture a 20-second video that starts with a messy kitchen and a voice-over saying "I have 30 minutes until guests arrive and the kitchen is a disaster..." Then it shows a cleaning product actually solving the problem in real time. No fancy editing, just genuine utility. 【Ira】That's so different from the typical approach of showing a perfect kitchen and saying "Make your holidays sparkle!" It's acknowledging the reality that most people's kitchens are a mess during the holidays. 【Guy】And they have another blueprint called the "Relatable Comedian" - this one's all about embracing what they call "Chaos Christmas." Instead of pretending the holidays are perfect, these videos celebrate the disasters and show products as the hero that saves the day. 【Ira】I love that they found humor is actually a key driver, not just pretty visuals. People want to see themselves reflected, including their failures. There's something really human about that. 【Guy】But here's what I found most interesting - they also identified some major risks. Like, brands trying to force trending sounds or formats when it doesn't fit naturally. Users can smell that inauthenticity from miles away and they find it "cringeworthy." 【Ira】Mmm, and there's this whole tension between creating FOMO - that "#TikTokMadeMeBuyIt" feeling - and not alienating consumers who actually care about sustainability and thoughtful purchasing. It's not just about driving impulse buys anymore. 【Guy】Right, the research shows you need a balanced portfolio. For every hype-driven post, you need content that speaks to genuine utility or brand values. It's about appealing to the full spectrum of consumer motivations, not just the impulse buyers. 【Ira】What strikes me is how this completely flips traditional marketing wisdom. Instead of interrupting people with your message, you're actually helping them solve problems they already have. The product becomes the solution, not the star of the show. 【Guy】And the timing matters too. They recommend starting with utility-focused content in November - help people with their actual holiday prep challenges. Then in December, that's when you can introduce the more delightful, FOMO-driven content because people are already primed and trusting your brand. 【Ira】So if you're a brand listening to this, the takeaway isn't just "post authentic content." It's understand what job your customers are hiring TikTok to do during the holidays, then be genuinely useful in helping them get that job done. 【Guy】Exactly. And remember - people can tell the difference between a brand that actually gets the platform and one that's just repurposing their TV ads. The research makes it clear: authenticity isn't optional on TikTok, it's the price of admission. 【Ira】Thanks for listening to this breakdown of some really smart research from Atypica.AI. If you're planning holiday campaigns, maybe think less about what you want to say and more about what your customers actually need to hear. 【Guy】Until next time, this has been Guy and Ira. Keep building!