A world where Instagram, TikTok and Facebook have become entertainment - not just a place to share family updates.

Algorithms are dictating what we see in each of the apps we work and play with. Less and less do we see what our friends are up to, but more what entertains us. What this means is that it isn’t about the connections we make anymore, rather the way we connect with the content.

Research and insights on the social landscape show TikTok has surpassed Netflix as the second-most popular app for those under 35. You can’t ignore this incredible growth and I don’t doubt the predictions that it will be the most popular social media destination for videos in 2023.

Many brands are missing out on the incredible benefits of TikTok. How can you ignore an app that is making such an impact that the other social platforms are copying the style, format and offering. The platform, for me, isn’t just about social media but about entertainment. There is a lot of chatter amongst the film and TV audience about how TikTok could be the future for full length films and television launches. 

Social media isn’t just about sharing aesthetically pleasing imagery anymore. We need to think ahead for content shoots and the power of video. TikTok has approached things differently. Consider their style similar to that of a media company distributing content that it knows you will watch. The recommendation tool is incredible. Suddenly I am being shown content that interests me. New content that engages me with people that resonate with me.

I am not convinced brands need to focus on working with influencers on the platform. For me it is creators that are driving me to engage with brands. And, TikTok is pushing this narrative for us as Social Media Managers. The Creator Marketplace allows us to explore creators who are authentic. However, the commercial side needs developing and I personally feel that 2023 will see developments closer to the YouTube model as a payment process for creators.

As we bring 2022 to a close I am expecting to see video content continue to thrive when it comes to brand awareness and engagement. TikTok has certainly shown us a new way of showcasing brands and products, but, with rumours that TikTok could face a ban in some countries it's important to experiment with the platform, but don’t put all your eggs in the TikTok basket for now.