A Shift to Organic Content

It’s an understatement to say that TikTok is growing rapidly. Eight new users join TikTok every second, with an average of 650,000 new users joining daily.

To understand why TikTok is capturing such a huge audience from other social media channels like Instagram it’s important to understand the differences, the biggest of which is the type of content shared on the platforms. Instagram has always traditionally been focused on static imagery and aspirational ‘influencers’, this type of content has received heaps of bad press recently with links to mental health and negative body positivity.

This marked a shift in the type of content we like to consume which TikTok took full advantage of, offering an efficient in app editing feature and feed that boasts endless amounts of short form video content. The focus is no longer on having the ‘perfect’ life but instead people want to see life hacks, funny clips, recipes and other practical and engaging pieces of content.

Instagram answer? Reels! Both the display and algorithm of Instagram has recently changed and you may have already noticed more video content being shared and suggested – this is a trend that’s here to stay, expect more and more until TikTok and Instagram become more similar in look and feel.

In the interim, it’s important for brands to adapt quickly and stay relevant with the type of content that are sharing, whilst keeping their tone of voice and brand story at core. Reels are a great place to start and relatively easy to put together.

Video has now become the most important type of content on social media and now is the time to make sure your strategy is following fast moving trends!