Tiktok: Is the Social Media Giant Creating a Monopoly?

   

    The social media industry is in a constant state of evolution, experimentation and changing goal posts. Social media platforms exchange leaders constantly depending on demographics and company intentions. From Facebook to Instagram to Tiktok, there has been an obvious shift to place the spotlight on video content.

  There are many bloggers who are currently experimenting with creating vlogging content and bringing it into their brand. Some digital writers have gone as far as to forgo the blogging platform altogether. This migration from blogging into vlogging is reminiscent of the current YouTube to Tiktok pipeline that became a hot topic as Tiktok has grown into a social media giant.

  Ti of the YouTube channel, Nappyheaded Jojoba, created a commentary video discussing the beauty YouTuber community's collective move to Tiktok. Ti states, "But why have the gurus left YouTube for these other platforms, the obvious answer is, they're easier". As a content creator and copywriter who has produced digital written content and digital video for platforms like Tiktok, I agree with Ti's analysis. Tiktok values quick, trending, to the point content. Whether it's through a trending relatable post or an imaginative snippet the delivery has to be immediate and understands that timing can make a world of difference in your viewership, whereas blogs grab attention with layout design, titles, photography and SEO.

   So the question here is, is blogging dead? No. Blogger's are still producing digital content and utilizing their platforms as a holding place for other digital content and vice versa. Social media platforms rarely ever have definite deaths, they are constantly reincarnating whether under a new name or having their concepts be revitalized. 

Writer, Rowena Zabella of Penji a social media marketing company, shared that blogger hasn't died but simply evolved. Zabella states, "The transformation clearly shows that personal blogging is focused on the writer or blogger. On the other hand, blogging for content marketing is focused on the reader". , via. Penji, "Do People Still Read Blogs? The Truth About Blogging in 2022". Watching the slow decline in lifestyle blogs and witnessing the rise of lifestyle vlogs exhibits that similar content can determine its success by its delivery, for example text vs. video.

 Video concepts from apps like YouTube to Instagram to Tiktok all have cycles of popularity just like blogging platforms. A creator is going to create and their creations will be seen whether it means producing articles or transferring the article ideas into a video concept. Being a content creator ultimately isn't about killing different platforms, it's about finding where your audience lives.

  To find your ideal demographic doesn't mean blocking off anyone who isn't in that ideal audience, you don't have to lock a window to open another one. YouTuber and entrepreneur Jackie Aina shared in a recent video about her exit from YouTube and her return. Aina states, "The funny thing about some platforms like Tiktok, especially Tiktok. is like notorious for this, these people do not even know who I am and I kind of live for it. Because they'll comment like 'oh my God do you have a YouTube channel' and I think it's so cute". Aina explains that the demographic and exposure to those audiences differ from YouTube but the quality of those demographics still receive her content favorably, although YouTube presents more difficulty in promoting content versus Tiktok. 

  Although Tiktok is seemingly leading in the race against its competitors as far as reaching Gen Z, other platforms still serve a purpose in reaching different demographics. Ti and Aina shared their perspectives about the Tiktok migration on Youtube, thus YouTube must still serve as a powerful platform because they could have easily brought their perspectives to Tiktok. Ultimately, Tiktok is a dominating force but each of these platforms have been considered giants at one point and time as well, now is the time for the company to think of methods to maintain. its position. 

 Do you think the Tiktok reign is here to stay?