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- The Death of Tiktok and the Renaissance of Creativity.
The Death of Tiktok and the Renaissance of Creativity.
*the death of Tikok in the US. More below on what this means...
James Song
May 01, 2024
We do not use social media to connect with friends.
We use it buy things, find where to eat, spend our downtime on the sofa when we’re hungover.
It’s media without the social. And here’s why…
When TikTok was banned in the US was passed. And who were most scared about it?
Regular social users? No.
The brands and the creators that spent years making content and building their following.
But all is not lost…
The Death of Tiktok… in the US.
Last week, the TikTok ban in the US was made official through a bill passed by Congress and signed by the US President.
As a side note - Tiktok is already banned in India (other countries have banned it for devices of federal employees too).
There is an obvious disadvantage. The economy.
In 2023, on TikTok, brands in the US spent $I billion on influencer marketing and $3.8 billion on ads.
Whilst the US economy is the biggest loser here… there are also winners. Other platforms such as Instagram, youtube and Facebook will get a boost as brands and creators migrate over.
Influencer marketing spend per platform in the US.
It’s not where you connect with your friends.
It’s where you discover your next pair of sneakers, instead of the high street = SHOPPING
It’s where you find what you’ll do on your next holiday, instead of scrolling Google = TOURISM
It’s where you spend your time on your sofa, instead of watching TV = ENTERTAINMENT
…and much more!
TikTok has done wonders for self-expression.
From the humble origins of viral dances to (my favourites just to name a few):
The creators who worked really hard were even able to monetise their following. These opportunities were not possible 10 years ago.
Comedians had to hustle a day job, casual football commentary was left in the pub and poets… had a notebook.
Tiktok even inspired Instagram’s Reels feature so that even more creators could express themselves via video and to a global audience.
From Michelangelo and Da Vinci to my mate that does comedy… Tiktok has been a force for good.
My videos unfortunately do not perform so well on Tiktok but you can watch my Instagram reels here:
Social media was dead anyway…