Creating content on TikTok is like buying a lottery ticket with a much better chance of winning. Their focus on engagement has caused the Great Social Reset.
Achievement is based almost entirely on video engagement (watch time) rather than account size.
This has allowed anyone who creates content on the platform to go viral overnight. A feat almost unheard of on other platforms.
You don’t have to spend much time in the app to see that one account has a video with 100k-1 million views on one or two videos, while the rest have several hundred or thousands.
Because TikTok is stealing users at an incredible (and exponential) rate, every platform is adopting this new engagement-focused algorithm to get users to come back and start creating content again.
YouTube is emphasizing shorts, and Instagram’s CEO said they’re now prioritizing Reels (despite Kim K’s objections). Twitter is still trying to figure out if they have bots on their platform, so no update from them…
Take advantage of the Great Restoration happening right now. This is a unique (and short-lived) opportunity to build an audience faster than ever.
If you’ve been posting regularly (on any platform) and wondering why you haven’t blown up yet, I have some bad (and good) news.
Your audience is not interested in what you have to say. Full stop.
This probably doesn’t feel good to read, but that’s okay. Now you know and you can do something different. Twitter is great because you can easily test ideas.
The fastest way you can find out what your audience wants you to talk about is by using Twitter as your brainstorming journal.
Tweet often, reply to other tweets, retweet and see what triggers a response. When you find a topic, go deep into it until your audience stops engaging.
A big mistake most people make is that they find an interesting topic, post about it once, then try to find something else. Then they wonder why the whole engagement stopped…
This is because algos put your content in front of those who most engage with you first to see if they like it. If your biggest fans don’t like something, they think no one else will.
Let your audience guide you and create content around that. Now you can easily repurpose those ideas in a format that works on TikTok, YouTube, Instagram, etc.
Rinse, repeat and watch your engagement and authority skyrocket.
TikTok is stealing everyone’s attention, causing other platforms to copy their strategies.
Engagement takes a lot of priority over account size right now (but probably not for long).
Find out what your audience engages with and double down on those topics/ideas to see your authority and reach skyrocket.
Use Twitter as your brainstorming journal to test out new ideas to see what sticks before diving further into that topic.
