Peter Vander WallFounder driving creative community growth

Going Viral Today

Name: Going Viral Today
Uploaded: 2023-03-13T13:00:00+00:00
Duration: 34 s
Channel: Peter Vander Wall
Description: A YouTube video (by Peter Vander Wall) about changes in TikTok's algorithm and declining organic reach. The speaker contrasts earlier viral norms—using a…

13 Mar 2023 · 1 min

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0:34

A YouTube video (by Peter Vander Wall) about changes in TikTok's algorithm and declining organic reach. The speaker contrasts earlier viral norms—using a church member's nanny-cam clip that the speaker estimates got ~150 million views on the creator's account and ~150 million from reposts—with current platform incentives to reduce unpaid virality so creators buy ads.

Chapters

Two years ago, like, yeah, you could go viral on TikTok like that. There's a woman from my church. She ended up getting featured on barstool and, like, a bunch of these other repost accounts. She posted this clip from, like, her nanny cam of her son, like, freaking out. It went viral on TikTok. I think she got 150 million views on her personal account, and then probably another 150 million from all the accounts that reposted it. And so I think people have kind of gotten trained on that, and they think that that's the norm. Whereas in reality, that was TikTok's way of getting people onto the platform. And now that people are on the platform, well, they have to make money somehow. And so they decre the organic reach so that people will buy ads.