Reflecting on TikTok
I do not know about you but I can get pretty lost on TikTok and only find my way out 45-60 minutes later. The algorithm is solid and seems to continue to push both mindful and mindless videos in front of me which keep me logged in and viewing.
The most interesting insight that I have regarding TikTok is that it does not steal my minutes from social media but rather it steals them from consuming other video or content, inclusive of television. Tiktok usually complements or replaces the time when I’m sitting in front of the television.
I have declined in my usage of Facebook and Instagram over the years but I do not correlate that decline to the rise of Tiktok as I use the platforms in different ways.
I also find that TikTok is pretty solid in the how-to department. Short and quick useful videos on how to do certain things such as cooking or fixing items. Never thought I’d consider TikTok useful for inspiring new meals to my dinner table but there is probably a half dozen recipes that I’ve tried and most with success.
With this all said, monetization for TikTok will be key.I do not yet know if the playbook to monetization (at scale) is similar to the other social networks who are vastly different, the sticker/gifting economy, or is it something we’ve not really considered yet.
Professor Galloway wrote a solid piece on TikTok if you are looking to go even deeper.