Brendan GahanCEO/Co-Founder Of Creator Authority (Influencer Marketing Agency)

Tiktok Vs Instagram #socialgraph #socialstrategy #socialmedia

Name: Tiktok Vs Instagram #socialgraph #socialstrategy #socialmedia
Uploaded: 2022-09-12T18:46:58+00:00
Duration: 31 s
Channel: Brendan Gahan
Description: In this brief commentary, the speaker argues that TikTok, originally positioned as an entertainment platform, has evolved from its pioneering For You…

12 Sept 2022 · 1 min

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In this brief commentary, the speaker argues that TikTok, originally positioned as an entertainment platform, has evolved from its pioneering For You page— which allowed users to discover and engage with content without relying on existing social connections— to a new direction that encourages users to connect with friends. This strategic shift, according to the speaker, appears designed to erode Instagram’s market share by re‑integrating the social graph into TikTok’s experience, thereby turning a previously unbundled content discovery model into a more socially anchored one.

Chapters

TikTok has always maintained that they're an entertainment platform, and while that may have been true, it's really no longer the case. You see, when TikTok first started, they launched the For You page, which was revolutionary at the time because having a great experience wasn't contingent upon having existing social connections. You could draw an audience and you could engage and still be engaged with without knowing anyone on the platform. It unbundled the experience from the social graph. Now they're making updates that push you to connect with friends, which seems to me like a great way to eat into Instagram's market share. But what do you think?