{"id":21158,"date":"2022-09-05T13:31:24","date_gmt":"2022-09-05T12:31:24","guid":{"rendered":"https:\/\/thesocialelement.agency\/?p=21158"},"modified":"2023-06-17T16:25:26","modified_gmt":"2023-06-17T15:25:26","slug":"tiktok-craze-social-media","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/tiktok-craze-social-media","title":{"rendered":"The TikTokification of Social Media"},"content":{"rendered":"\r\n

When Meta recently announced it was changing the Facebook app to focus on Reels <\/a>(forcing people to navigate to the networking page), it became just the latest app to try and cash in on the TikTok craze.<\/strong><\/p>\r\n\r\n\r\n\r\n

Snapchat introduced Spotlight in 2020, and during the pandemic, it became more popular than Stories<\/a>. While Snapchat wants to stick with Stories, it\u2019s also investing a lot in Spotlight\u2019s success.<\/p>\r\n\r\n\r\n\r\n

YouTube has Shorts, which get promoted on the home and subscription feed and the Shorts tab. And Instagram, well, that has Reels. Instagram recently tried to push through changes which added Reels from people they weren\u2019t following to people\u2019s Instagram home feeds, but it didn\u2019t really work out.<\/p>\r\n\r\n\r\n\r\n

The changes caused a significant backlash, with Kylie Jenner and Kim Kardashian coming out against them, telling the app to \u201cStop trying to be TikTok\u201d and that they just wanted to see \u201ccute photos\u201d of their friends.<\/h4>\r\n\r\n\r\n\r\n

Instagram rolled back some changes. Its Head of Instagram then took to Twitter to explain the changes it kept, getting into a discussion with Chrissy Teigen, who responded with: \u201cwe don\u2019t wanna make videos Adam lol\u201d.<\/p>\r\n\r\n\r\n\r\n

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https:\/\/twitter.com\/mosseri\/status\/1551890839584088065<\/div>\r\n<\/figure>\r\n\r\n\r\n\r\n

So, why do so many apps copy TikTok\u2019s short video format? And is it the right thing to do for them?<\/p>\r\n\r\n\r\n\r\n

Cashing in on the TikTok craze<\/strong><\/h3>\r\n\r\n\r\n\r\n

Apps like Instagram see the massive popularity of TikTok and they want some of that for themselves.<\/p>\r\n\r\n\r\n\r\n

The data probably shows people are lapping up the short video format (have you tried escaping a YouTube Shorts rabbit hole once you fall in? It\u2019s virtually impossible!).<\/p>\r\n\r\n\r\n\r\n

The ultimate goal of all of these apps is to keep people on the platform (and returning to it). Videos may be the format to do that.\u00a0<\/strong><\/p>\r\n\r\n\r\n\r\n

Ask an Instagram user if they want a home feed full of random people\u2019s videos, and most would probably say no way, but the truth is they\u2019d more than likely still end up watching them.<\/p>\r\n\r\n\r\n\r\n

Emotion plays a major role<\/strong><\/p>\r\n\r\n\r\n\r\n

Many of us use different social networks and apps for very specific purposes.\u00a0<\/p>\r\n\r\n\r\n\r\n

For example, we may use Facebook to keep in touch with family, Instagram and Snapchat to share pictures with friends and follow influencers, YouTube for long-form entertainment and educational content and TikTok for some short, snappy and mindless entertainment.<\/p>\r\n\r\n\r\n\r\n

Instagram has become a visual depository of shared memories with friends. We may not want to see that turned into a stream of flashy video content from total strangers. We have TikTok for that.<\/h4>\r\n\r\n\r\n\r\n

What we\u2019re seeing is that people crave connection and community. The rise of micro and niche communities are evidence that people are looking for relevance and relatability when it comes to their relationship with influencers and creators. They don\u2019t want to be anonymous viewer number 892,099; they want to feel part of a community.<\/p>\r\n\r\n\r\n\r\n

If apps like Instagram want to stay relevant to their users, they need to know what creates the emotional connection between users and their apps, finding a way to work with this rather than changing their core offering to meet the latest trend.<\/p>\r\n","protected":false},"excerpt":{"rendered":"

When Meta recently announced it was changing the Facebook app to focus on Reels (forcing people to navigate to the networking page), it became just the latest app to try and cash in on the TikTok craze. Snapchat introduced Spotlight in 2020, and during the pandemic, it became more popular than Stories. While Snapchat wants…<\/p>\n","protected":false},"author":3,"featured_media":21159,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sync_status":"","episode_type":"audio","audio_file":"","transcript_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[612],"tags":[],"series":[],"episode_featured_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2022\/09\/pexels-ivan-samkov-7676486.jpg","episode_player_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Genuine-Humans.jpg","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"light","subscribeUrls":{"amazon":{"key":"amazon","url":"https:\/\/music.amazon.com\/podcasts\/3abc34c3-ff60-4a78-b347-6119461b7ed1\/GENUINE-HUMANS","label":"Amazon","class":"amazon","icon":"amazon.png"},"apple_podcasts":{"key":"apple_podcasts","url":"https:\/\/podcasts.apple.com\/gb\/podcast\/genuine-humans\/id1561811296","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"google_podcasts":{"key":"google_podcasts","url":"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly90aGVzb2NpYWxlbGVtZW50LmFnZW5jeS9mZWVkL3BvZGNhc3Q?sa=X&ved=0CAYQrrcFahcKEwiQz-mM7dzvAhUAAAAAHQAAAAAQAQ","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/7jkfw0qeUlwrauhfy2pCGU","label":"Spotify","class":"spotify","icon":"spotify.png"},"youtube":{"key":"youtube","url":"","label":"YouTube","class":"youtube","icon":"youtube.png"}},"rssFeedUrl":"https:\/\/thesocialelement.agency\/feed\/podcast","embedCode":"

The TikTokification of Social Media<\/a><\/blockquote>