Adapting to a New Era of Marketing
In his latest book, Day Trading Attention, Gary Vaynerchuk—also known as Gary Vee—has introduced the phrase “The TikTokification of social media. This concept highlights the dramatic shift in the social media landscape, primarily driven by TikTok’s unique approach to content delivery and audience engagement. As platforms evolve, businesses must adapt to this new reality, which presents both challenges and opportunities.
A Wake up Call and An Opportunity
For businesses—large and small—this transformation is not something that can be ignored. For well-established companies, it’s a wake-up call. For smaller, emerging businesses seeking growth, it presents a great opportunity. We are now witnessing a level playing field for anyone striving to capture attention.
The Shift in Organic Reach
A central point of ‘TikTokification’ is that organic reach is increasingly driven by user interests rather than follower counts. Social platforms are prioritising content based on user preferences, not who people follow.
This marks a fundamental shift. Whether your business has 30 followers or 3 million, the potential to gain reach is nearly equal (Big statement, I know).
The Creative Imperative
So, what determines success in this new era? The answer lies in the creative—the content itself. Your ability to craft engaging, relevant, and conversation-starting content is now the single most important factor in driving social media success.
In light of this, businesses need to rethink traditional marketing strategies. Expensive TV productions and billboard campaigns may no longer deliver the best return on investment. For the first time in marketing history, it is the creative output itself that generates reach.
Rethinking Marketing Strategies
Not so long ago, brands would spend months crafting a concept, launching big-budget TV ads, and waiting for a potential return. Today, the landscape has changed dramatically. It’s all about creating content that is timely, relevant, and encourages conversation.
At Nero Whyte, we approach this new marketing reality with a strategic, results-driven process. Here’s how we ensure your creative works:
1. Identify your target audience
Understand exactly who you want to reach. This could consist of multiple cohorts (A cohort is specific group of people who share a common characteristic or experience within a defined time period)
2. Discover their needs
Research what they are searching for and engaging with. Understand what it is they are looking for.
3. Analyse their platform usage
Focus on the social platforms they use the most. Are the cohorts that you’re targeting on Instagram, Facebook, LinkedIn, TikTok, Snapchat?
4. Create platform-specific content
Develop content tailored to each platform, considering features such as Reels, Stories, and Feed posts.
5. Listen and analyse responses
Once the content is live, we track and evaluate the audience’s response.
6. Refine and amplify
Use these insights to rework and relaunch content, ensuring it’s ready for paid campaigns or further organic promotion.
Embracing the Creative Drive
Creative content is no longer just part of the marketing process; it’s the driving force behind success in today’s environment. If you’re ready to elevate your content and genuinely engage your audience, we invite you to reach out to us at Nero Whyte. Together, let’s create something that sparks conversation and propels your brand forward.
