The TikTok Shakeup: What Should Marketers Do Now?
Let’s talk about the elephant in the room - TikTok (and social media). If you’re like most marketers right now, your head is probably still spinning from last week’s events.
We gathered some of our incredible community members to discuss all things TikTok and social media marketing - and what it means for all of us marketers. The insights were golden - give them a read:
Small businesses and content creators will be impacted
We need to acknowledge that TikTok has been the golden ticket for organic reach and revenue for so many small businesses and content creators. As one of our members noted, “TikTok is a number one moneymaker for this audience. This is going to be a massive hit to the small business economy.”
Not all platforms are created equal.
There has been (and will continue to be) conversations around platform hopping - but here’s the thing. It’s not as simple as “just moving your content elsewhere.
Think about it: when was the last time you followed your favorite journalist, actress, or athlete? There’s a reason for that hesitation.
One of our members shared that they deliberately keep their influencer followers separate from Instagram. Why? Because each platform has its own experience, and content that performs well on TikTok might fall flat elsewhere.
So, what’s a marketer to do?
While things seem uncertain right now, the events around TikTok present an opportunity for marketers to innovate and adapt. Here are a few takeaways and recommendations from the discussion:
To build community, you’ve got to get experiential!
We’re seeing a real hunger for authentic connection these days. One member said it best, “People are looking for a space where they can realistically connect.” Maybe it’s time we all thought about connection and experiences beyond the screen. We’ve seen them work with Severance and Wicked? Why can’t other brands do it too?
Don’t put all your [content] eggs in one basket - diversity your platform presence
I think we can all agree that there is one valuable lesson learned: don’t put all your eggs in one basket. It’ll be important for marketers to start exploring other platforms - YouTube, Pinterest, whatever feels right for your brand or company.
Focus on optimizing your video content
Video content is here to stay - regardless of where you post. It’ll be important to adapt your video content strategy for different platforms. Be mindful that what worked on TikTok may need modification for YouTube Shorts or Instagram Reels.
Understand data and privacy considerations
Data privacy isn’t the hottest topic among marketers, but it’s time we start understanding the considerations surrounding data privacy and security. Keep user data protection at the forefront of your marketing strategy and reflect on how this could influence your decisions around which platforms to be present on.
Time to build up your skillset
As the landscape continues to ship, marketers will want to add more skills to their arsenals. Consider developing the following:
Creating video content that works across multiple platforms
Building community in new digital spaces
Crafting experiential campaigns
Getting savvy about data privacy
Mastering platform-specific optimization
Feeling overwhelmed? Deep breaths. This is exactly why our community exists.
Surround yourself with a community that will support you through uncertainty
We’re all navigating these uncertain times together. That’s why staying connected with other women and nonbinary marketers is more crucial than ever. Our community is here for you - to learn together, maybe vent a little, and to grow together. Join us today.
