Chapter 11It's TikTok Time
Arguably, the biggest change between the first edition of this book and the second is TikTok. Like many people, I was a TikTok skeptic. I chalked it up as being for kids because it was. It's not anymore.
TikTok went viral. TikToks go viral. TikTokers go viral.
This wasn't an accident. Their for you page (FYP) doesn't need you to follow anyone or to heart, comment, or share any videos to figure out what to show you. They know the percentage completed of every video you view. They know the types you watch the most and for the longest.
For the TikTok FYP to work as well as it does, without you needing to follow anyone, they have to show your content to people who don't follow you yet. Like Facebook used to do. Like Instagram sort of still does. Massive organic reach and getting more views than you have followers, which in turn gets you more followers, should be too appealing for you to look past or dismiss as silly.
It isn't just tweens and dances anymore. TikTok has nearly every category of content being created by nearly every type of industry and is being used by nearly every demographic1:
- 65% of 35- to 44-year-olds say they were inspired or got new purchase ideas from TikTok.
- 67% of TikTok users get ideas about products and brands they have never thought of before.
- 57% of TikTok users got inspired to shop when they weren't looking to do so while using the app.
Part of TikTok's success in getting so many people hooked is that 100% of their content ...
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