Everybody shaking their boots about TikTok and they don’t really know how to implement it. So they’re going to outsource it to influencers, who are nailing it. But at the same time, you’re not growing as a company, you’re outsourcing it. A lot of larger companies who would absolutely benefit from that platform’s attention-getting properties, won’t get involved and that’s okay.
All of the social platforms are highly transitioning into discoverability platforms. It’s not so much about connecting and being social anymore. It still will have those pieces. But TikTok has shown us it’s essentially 100% a game of discoverability. Can you make these infinitesimally small, snackable, consumable pieces frequently enough to satisfy those discoverability needs? But then you have to have all of the backflow coming from other things to drive those people into sales funnels.
It’s very insanely difficult to get someone off of these platforms nowadays. They’re trying immensely hard to keep you on these platforms, and that has been the standard across the board for quite a long time. But a lot of companies still do not understand that you have to put so much into these platforms to funnel customers out of these platforms.
You know, in a lot of the jobs I’ve had, you’re expected to post on every social platform and create videos in 50 different formats with little to no resources. And that’s asking the impossible because all of your focus is everywhere. That means you’ve not focused anywhere. You’re just chugging out… bilge water. You know, it’s a 100% great mass of just nothingness that doesn’t really land with anybody because you’re not really putting your attention and focus into it, quite frankly, at all.
That’s the kind of thing that I kick against, because if you’re not focused anywhere, why are we doing it everywhere? So simplify, simplify, simplify. You can create amazing experiences for your customers. You can create amazing experiences for online activity if you’re willing to cut back and say no.