Ahead of the Curve with Coco Mocoe: Episode Summary
Episode Title: Stop Trying to Be a TikToker
Release Date: November 25, 2024
Introduction
In this thought-provoking episode of Ahead of the Curve with Coco Mocoe, host Coco Mocoe delves deep into the evolving landscape of TikTok, sharing her personal frustrations and insights from the recent TikTok Summit. Drawing from her extensive experience in digital media and marketing, Coco critically examines TikTok's current trajectory, its impact on creators, and what the platform needs to do to reclaim its innovative edge.
Attending the TikTok Summit: Expectations vs. Reality
Coco begins by recounting her attendance at the TikTok Summit, where she anticipated groundbreaking revelations about upcoming features and algorithm changes. However, she was met with what she considers vapid advice, such as:
"They told a room full of creators to just post high quality content... none of that makes any sense."
[00:00]
She expresses frustration with the lack of actionable insights, criticizing the platform for vague directives without clear metrics or guidance. Coco questions the definition of "high quality content," pointing out that what constitutes high quality can vary drastically among creators.
The Breakdown of "High Quality Content"
Coco challenges TikTok's assertion that high-quality content drives faster growth, highlighting the absence of clear metrics:
"They never told us how they measure high quality content... Is it based on watch time? Is it based on the camera that you use to film it?"
[00:03]
She cites the example of Risa Tisa, whose raw and unpolished storytelling led to viral success and significant career advancements, questioning TikTok's criteria for content quality.
TikTok's Evolution: From Innovator to Survival Mode
Coco reflects on TikTok's initial revolutionary impact, making content creation accessible without heavy reliance on equipment or extensive editing:
"TikTok’s editing software deserves just as much praise as their revolutionary for you page... Made being a creator easy in the history of the Internet."
[00:08]
However, she laments the platform's shift towards monetization strategies like TikTok Live and TikTok Shop, which she argues detracts from the organic, creative environment that once fueled its growth. This pivot has led to a decrease in community building and a reliance on short-term trends.
Creators Moving Beyond TikTok
Highlighting a trend among prominent creators, Coco notes a growing tendency to transition to other platforms post-TikTok fame. Examples include:
- Brittany Broski: From viral TikTok comedian to a YouTube podcaster, with minimal recent TikTok activity.
- Drew A Follow: Transitioned from TikTok stitches to launching shows and publishing books, distancing herself from the TikTok identity.
She underscores that these creators are seeking platforms that better support community building and long-form content.
Subscriber Insights: The "Paying Coconuts" Perspective
Coco incorporates feedback from her Substack subscribers, affectionately termed "paying coconuts," revealing a shared disillusionment with TikTok:
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Sarai (00:24): Notes a lack of individuality, with the platform pushing repetitive content focused on drama and specific topics.
"There's no individuality anymore on TikTok... It's all that TikTok is pushing."
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Hot Tomboy (00:33): Criticizes the increasing complexity of the app interface and the shift away from meaningful content categories.
"TikTok has become complicated... sucks the fun out of something."
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Cafecito Diaries (00:40): Expresses difficulty in growing on TikTok due to algorithm changes that prioritize new content over community engagement.
"Users know that they don't have to follow creators anymore... People don't follow creators like they did before."
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Chaotic Good (00:45): Highlights challenges with audience retention compared to platforms like YouTube.
"Even if someone follows you, they might not see your video ever again."
These insights reinforce Coco’s argument that TikTok’s algorithm changes are alienating both creators and audiences.
Core Discussion: Where Did TikTok's Algorithm Go Wrong?
Coco delves into the heart of the issue, analyzing how TikTok’s For You Page (FYP) has shifted from promoting discovery to fostering an echo chamber of monetized content:
"The FYP became the same tool that might refuse to show their videos to their hard-earned followers."
[04:15]
Key Points:
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Loss of Discovery Magic: Initially, FYP was celebrated for its ability to surface diverse and new creators effortlessly. Over time, it has become saturated with monetized content like shop links and live streams, diminishing the platform’s unique discovery appeal.
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Community vs. Virality: The algorithm now prioritizes virality over community building, discouraging creators from fostering loyal followings and encouraging deeper audience engagement.
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Monetization Over Creativity: With financial incentives tied to appearing on FYP, creators are pressured to produce content aligned with monetization features rather than innovative or meaningful content.
Impact on Creator Behavior and Platform Loyalty
Coco observes a significant exodus of creators from TikTok, suggesting that the platform's evolving priorities are driving them elsewhere:
"For the first time in years, I realized that TikTok had become boring to me, not just as a creator, but as a user."
[07:30]
Creators are increasingly leveraging TikTok as a launchpad, then migrating to platforms that offer better community engagement and sustainable monetization models.
Course Correction: Recommendations for TikTok
Coco offers strategic advice for TikTok to reclaim its innovative spirit and support creators more effectively:
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Embrace Long-Form Content:
"If TikTok leaned into long-form content... they could monetize with mid-roll ads."
[10:20]
Introducing and promoting longer videos would allow for deeper content creation and more substantial monetization opportunities. -
Revamp TikTok Shop:
"Clean up their TikTok Shop homepage... it needs fixing to appeal to bigger brands."
[11:05]
Improving the quality and appropriateness of products in TikTok Shop would enhance its credibility and attractiveness to established brands. -
Foster Community Building:
Encourage features that support sustained audience engagement and community development, moving away from a sole focus on virality. -
Launch a Podcast Network:
"TikTok should launch their own podcast network... their algorithm could help curate and promote relevant podcasts."
[11:45]
Diversifying content types would leverage TikTok’s strong discovery algorithm to support creators in new formats.
Extended Insights for Paying Substacks
In the extended version available to her Substack subscribers, Coco discusses:
- Platform Prioritization: Guidance on which platforms creators should focus on for growth in 2025.
- Future TikTok Features: Detailed analysis of TikTok’s announced features and their potential impact.
- Strategic Content Diversification: Advice on building a career that transcends single-platform dependency.
Conclusion
Coco Mocoe wraps up the episode by reiterating the importance of creators diversifying their presence beyond TikTok and advocating for the platform to innovate in ways that prioritize meaningful content and community engagement. She emphasizes that TikTok's shift towards monetization at the expense of creativity and community building is alienating both creators and users, potentially eroding the platform's foundational strengths.
"They are the same tool that might refuse to show their videos to their hard-earned followers."
[04:15]
Coco calls for TikTok to realign its strategies to support long-form, high-quality content and to foster genuine creator communities to sustain its relevance and innovation in the ever-evolving digital landscape.
Notable Quotes
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On TikTok's Content Quality Advice:
"There's no tangible way to measure that or to get to that outcome."
[00:03] -
On TikTok's Original Innovation:
"TikTok was the first app that made being a creator easy in the history of the Internet."
[00:08] -
On Algorithm's Impact on Community:
"The platform constantly tells us to post live streams, but the live audience genuinely scares me."
[09:50] -
On TikTok Shop's Inappropriateness:
"TikTok Shop is like the dark web with some of the items they're selling."
[10:50] -
On Platform Diversification:
"Think about your content as much bigger than one platform or trend... you want a career, not a year."
[12:15]
Final Thoughts
This episode serves as a critical examination of TikTok's current state, offering valuable insights for creators navigating the platform's changing dynamics. Coco Mocoe underscores the necessity for both creators and TikTok to adapt in ways that foster sustainable growth, creativity, and community engagement.
For those interested in the extended discussion and additional insights, subscribing to Coco's Substack provides access to comprehensive analyses and exclusive content.
Connect with Coco Mocoe:
- Instagram: @CocoMocoe
- YouTube: Coco Mocoe
- TikTok: @CocoMocoe
- Substack: cocomocoe.substack.com