Has the clock run out on TikTok’s Golden Hour?
The platform is at a fork in the road. Will it become the next Instagram or go the way of Vine? (RIP)
TikTok is one of the most relevant and engaging apps right now, but it’s also never too far from anyone’s mind (especially a digital strategist’s) that it could all disappear at the flip of a switch. It’s for this reason that TikTok creators are moving to YouTube and we’ve long been cautious about TikTok. Not only is the algorithm inconsistent, but it also places demanding content creation expectations on users.
The Lifecycle of an App
It’s a tale as old as time. There’s a shiny new app, trend, celeb, or even superfood (remember when we all pretended to love Kale!?) that everyone is obsessed with using. Then, after we're done collectively insisting that our latest source of joy is the best thing ever, it stops being new and exciting.
Of course, that’s not always the case. Yes, platforms like MySpace, Vine, Friendster, and Clubhouse, burned bright and faded fast into internet obscurity. Still, others, such as Facebook and YouTube, have managed to maintain a presence in the digital zeitgeist seemingly forever (actually, it’s been 18 and 17 years, respectively.)
TikTok, short-form-video sharing app with over a billion users and the third-largest social network (after Meta-owned Facebook and Instagram), is coming to a fork in the road. It could soon join the ranks of the major social media platforms for good or go the way of Vine (rip).
TikTok’s growing pains
While overall, TikTok is still growing in users and cultural relevance, the platform is facing several issues including:
The Creator Fund Dried Up: In 2020, TikTok’s creator fund was one of the biggest draws of the platform. It turned out seemingly overnight sensations like Charli D’Amelio, Tabitha Brown, and Addison Rae and the entire hype house. Now, the competitive landscape of the platform makes these large payouts unsustainable, and many creators are finding it difficult to sustain an income stream on TikTok. What was once a Utopia for new creators is now just another hoop to jump through on the way to success on other platforms like YouTube and Instagram.
Concern over teens & mental health: While it’s long been accepted that excessive social media use isn’t healthy for anyone, especially kids and teens, that concern is even more significant for TikTok. Journalists, scholars, and Gen Z themselves are becoming worried about the effects that TikTok, precisely the addictive nature of scrolling one’s FYP, are having on their brains. Research from the Wall Street Journal suggests that users become addicted to the dopamine (“happy hormone”) released in their brain as they scroll through TikTok. As with all addictions, eventually, the user requires more to get the same effect. In this case, spending more time on the app. People under 25–whose prefrontal cortexes have not yet finished developing–are most at risk.
Censorship, yet a lack of protection: As the digital realm takes up more of our day-to-day lives, there’s increasing pressure on all platforms to protect users, especially children. However, there’s been a growing concern over child and minor safety and privacy online and on TikTok, especially among children whose parents create content featuring their children. With its highly attuned algorithm, TikTok is seen as having the most glaring issues with minor safety and exploitation. In response to concern from the Supreme Court over the proliferation of eating disorder and conspiracy content on the platform TikTok announced further changes to its already stringent policies.
TikTok, The Latest Brand Hack
On the other hand, brands are still finding success in getting creative and pushing corporate boundaries on TikTok. Perhaps you saw Scrub Daddy and Duolingo, two brands that have found success by leaning into TikTok and its absurdist culture, recently gave birth to a Duolingo-themed scrub daddy. For their part, TikTok continues to court brands with their #TikTokMadeMeBuyIt positioning, a nod to the platform's impressive ability to make a product go viral, leading to it selling it out.
TL;DR: While the sun has not yet set on TikTok’s golden era, it’s no longer the Wild West. As the platform matures, we’ll see strategies from brands looking to advertise and create a community on the platform. There’s a chance TikTok goes away tomorrow, there’s a chance that this time next year, it’s the go-to place for brands to create authentic community.
TAKEAWAY FOR YOUR BRAND:
In the short term, think of TikTok as a nice-to-have space to experiment with your brand voice, video, and creative concepts with a more absurdist-loving Gen Z audience. The platform is still establishing that it has staying power. However, don’t count it out just yet. One signal that TikTok has what it takes is brand adoption. Though there’s a minimal brand presence right now, TikTok is actively attempting to facilitate the role of brands on the platform through participation and shopping.
Longer-term, start to prepare for the platform to become a necessity quickly. This is especially true if your brand sells physical products, as TikTok is uniquely suited for short-form video advertising. Start to plan your TikTok strategy now or risk falling behind. After all, luck (and virality) favor the prepared.