For decades, Moroccan brands have paid huge sums to get their ads featured on TV. A 30-second prime-time spot can cost hundreds of thousands of dirhams, and even then, there’s no guarantee people are paying attention. Families often get up, change the channel, or simply mute the TV until the show comes back on.
So, what do brands do when they want to reach Morocco’s digital generation? Many simply take those same polished, expensive TV commercials and upload them to TikTok or Instagram.

Here’s the problem: that doesn’t work.

TV vs. TikTok: Different Worlds, Different Rules

TikTok isn’t TV. People don’t come to TikTok looking for glossy, cinematic productions with perfect lighting, actors, and dramatic voiceovers. They come for authenticity: humor, creativity, raw ideas, and the feeling that “this could have been made by a friend.”
When brands post TV-style commercials on TikTok, the audience scrolls right past. Why? Because if they wanted TV, they’d turn on a TV. TikTok is a different ecosystem, one that punishes “too professional” content and rewards authenticity.

A Moroccan Example

Take the case of a local Moroccan beverage brand (let’s call it Brand X). They spent big on a high-production TV ad, drones, actors, fancy sets, and all the works. Then, they uploaded that same ad to TikTok as part of a campaign.
The result? Poor engagement. The ad looked out of place, almost like a foreign object in a feed full of casual, funny, or spontaneous videos. Instead of connecting with users, it pushed them away.
Now compare that with a Geniepot challenge, where dozens of everyday Moroccan creators film themselves enjoying the drink in their own style, whether it’s with fun, a food review, or a short story with friends. Suddenly, the brand’s presence feels real, relatable, and perfectly adapted to TikTok’s vibe.

Why Moroccans Like It This Way

Moroccans, especially Gen Z and millennials, are tired of scripted TV ads that feel distant and polished. They’ve moved to TikTok because it feels closer to daily life, with creators who speak their language and share their humor.
On TikTok, audiences don’t want to be “sold to.” They want to be entertained, inspired, or included in a trend. That’s why TikTok challenges work: they invite participation instead of pushing a message.

One Message, Many Platforms

The lesson for brands is simple: adapt to the platform.

• TV ads can still work, but on TV.

• TikTok videos need to feel native to TikTok.

• Instagram Reels need their own flavor.

Instead of recycling the same commercial everywhere, brands should respect each platform’s culture. That’s why Geniepot was built: to help brands create authentic content, by real creators, for the right audience.

From TV Spend to TikTok Scale

The money Moroccan brands pour into one expensive TV ad could instead activate 50 TikTok creators, generating authentic content that audiences actually want to watch. And unlike TV, where views are a guess, TikTok gives measurable results.
It’s time to stop treating TikTok like a TV station. It’s not. It’s something much better, a place where creativity, authenticity, and scale collide. And with Geniepot, Moroccan brands can finally tap into it.