Social Media, marketing, and Algorithms

     


    One thing I keep seeing is that TikTok has changed the game of marketing, but in my opinion that just isn't true. Targeted advertising has been around forever, and it just keeps getting better. A lot will also point to the fact that TikTok's algorithm is the proverbial "secret sauce" and this may or may not be true. It's not that TikTok really changed how we advertise, it simply changed how well we advertised but just like every good thing it typically does not last. Facebook has reached market saturation and consumers tastes are finicky, especially those that impulse buy from saturation marketing for unnecessary products.

    The biggest thing that TikTok has done is give competition to YouTube, the Google owned platform that uses a similar content creator driven market and algorithms to place ads. Yet, I think brands will find more success on YouTube because it cultivates a relationship with the consumer by focusing more on long-term content and often brands partner with very niche creators to drive that relationship. TikTok creators do the same thing, but TikToks are limited in their ability to convey information due to their time limit. Short-form content, as a whole, is great for marketing one off products, unnecessary products, deals, or trends, but fails to create recurring revenue that create sustainable businesses.

    Again, it is not that TikTok hasn't changed marketing but it has separated it into very different marketing niches with different goals. The nature of TikTok's content can undermine the establishment of a cohesive brand narrative. While the platform excels in capturing immediate attention with short, engaging videos, it often lacks the depth required for comprehensive storytelling. This can limit a brand's ability to convey complex messages or build a layered brand identity over time. In contrast, platforms like YouTube allow for longer, more detailed content that can foster deeper connections and a more profound understanding of a brand's values and offerings. This depth is crucial for industries that rely on consumer trust and loyalty, which are built through sustained engagement and education rather than quick, fleeting impressions. 

    The high turnover of trends on TikTok necessitates a relentless pace of content production. Brands must continuously adapt to the latest viral trends to remain relevant, which can be resource-intensive and unsustainable in the long run. This constant churn can lead to content fatigue among audiences and creators alike, potentially diluting the impact of marketing efforts. On the other hand, platforms that support long-form content, such as YouTube, allow for a more deliberate and strategic approach to content creation. Brands can invest in high-quality, evergreen content that continues to attract views and engagement over time, providing a more stable and enduring return on investment.

    TikTok has undeniably introduced innovative elements to the marketing landscape, but it has not fundamentally changed the principles of effective advertising. The platform's powerful algorithm and trend-driven content offer unique opportunities for visibility and engagement, particularly among younger demographics. However, the limitations of short-form content and the relentless pace of trend adoption present significant challenges. Brands seeking to build long-term relationships and sustainable revenue streams may find greater success with platforms that support more in-depth and sustained content strategies. As consumer preferences evolve, the true test will be how well brands can balance the immediacy of TikTok with the enduring engagement offered by other platforms.

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