I’ve been telling creators and businesses to build an exit plan before it’s too late. The way social media algorithms are evolving. There will be only a content engine.
No Influencer, No Creator, No Social Media business. What we would have left is an AI-controlled content engine.
That engine never gives a creator or business enough time to build that connection. Or brand messaging. We all are going to be affected by this. Me too.
Join the newsletter today, Stay ahead of the curve!
August 07, 2023 - 4 min read
I am currently studying GenZ, AI & Social media for a research. The pattern tells: ‘Welcome to the average world’.
Why I say that is because your social media feeds are now average of everything you like, when you close and open the app again. You see average of what you watched. And TikTok’s Algorithm is building average content loops for users consistently.
The Reason this works making the average work shine is because of our human nature and how these platforms are designed to make you feel. Average isn’t bad, it is the constant feeling we seek to become comfortable in where we are.
Systems and Content strategies are designed to fulfill the average need, and that is what users expect when they open TikTok next time.
On other hand, Creative Content & Brand Stories break the average loop. You share something unique, the loop either doesn’t reward it because you weren’t clear or focused to reach the audience. Or the average loop rewards you for what you shared. And that creative content is the differentiator in your TikTok growth loop.
This is Jaskaran, he likes Aesthetic furniture, Japanese Denim & Productivity tips. The loop starts for him with consumption of Viral content on TikTok. The platform knows nothing about his interests, then one day he likes a post about aesthetic furniture from a creator, and his feed is getting mixed with content averagely related to that furniture video. Then, that furniture creator shares productivity tips, connecting Jaskaran to his second interest: productivity. That productivity creator now likes japanese denim. Jaskaran reaches the average content about Japenese denim.
Algorithm works on data & stats, there is pattern building up every time you interact with a video. Your next 5 videos are average of the last 15 you watched in your bed. Yes, the average loop leads you to new people every single time. But that experience you are giving people doesn’t impact them until you build your own loop.
The building your own loop vs being part of TikTok loop looks like this:
”I learned this from TikTok” to “I learned this from XYBrand’s last TikTok Video”.
Algorithmic Loop is built on data, but your brand loop is built on emotion & message. Can you make them connect with why you exist? Like a netflix series, can you get them invested in your journey?
Now what does that look like? That natural Creative loop.
It looks like when Victoria paris told her audience about a man in elevator and then she builds a whole story around him instead of potraying dream date lifestyle like every other influencer.
It looks like Martin Rese stitching his industry related videos instead of choosing creating just regular videos on that topic. Because that shows his authority & presence to address the industry trends. He isn’t another person on TikTok talking about water, he is the person on tiktok to know about water. Because he brings the average loop audience to his loop through that stitch & review TikTok strategy.
Or this 16 Year-old designer blending his identity with an aesthetic trend on TikTok to steal the existing audience of that trend.
Have you observed the pattern here? It’s simple to break into TikTok Creative loop, If you are a sci-fi moving lover.
You will know the plot of pretty much every Sci-fi follows the newton law “Every Action leads to an equal reaction”. Those movies always focus on a bigger issue caused by a smaller issue, now the bigger issue will be fixed by another small issue. The plot will only change if the director seeks a Hero movie ending where everyone wins. That’s a pretty hard scenario because not many people watch Sci-fi for a Hero Ending. They watch it for complexity, creativity, continuity. The 3Cs, yeah I am amazed right now. Because that framework is mine & used by many.
1/ Algorithm loop is based on complexity, that’s data. You don’t see it, what you see is the end product. You are different than your average follower, they don’t have the same persona or knowledge as you, right?
So, to understand the algorithm loop create a new account. Do the market research, come back to interact with the content that your ideal customer likes. See the algorithm loop in action, monitor and work on it.
2/ Now you have expertise & Brand, Don’t settle for content that fuels your growth in Algorithm loop. That brings you awareness not consideration. Be Creative & Get your message out there, figure out your ideal strategy like Victora paris or the 16-year old boy. The biggest part don’t expect quick results like you get for algorithm loop-focused content. This is now brand engagement & connection building at a play, you need to give your content & loop time.
Creativity moves slow, but the waves of this loop are stronger.
3/ Reaching the last loop, Continuity. This loop is all about listening to the audience throughout the journey. Don’t lose the touch. Delivering an ending that doesn’t connect to the movie plot isn’t harmful at all. People will tell you they loved watching it, but they will have no reason in their mind to watch the next part of it.
TikTok is scary when brands lose the touch with what they share and how the audience reacts. Seek Continuity, build a sustainable growth loop that is trackable and can go on forever.
I genuinely believe 99.9% brands & creators on TikTok don’t know what type of content loop joined their target audience. Be the 0.1% and understand what style of content might exist in your audience’s content loop.