Next in Media: "TikTok in Limbo - What Should Brands and Creators Be Watching For"

Hosted by Mike Shields | Released: January 24, 2025

Introduction

In the latest episode of Next in Media, host Mike Shields delves into the tumultuous landscape of social media with a special focus on TikTok's recent instability. Joined by Erica Ortega, Director of Product Marketing at Tubular Labs, they explore the ramifications of TikTok's temporary shutdown and its broader implications for brands and creators navigating the ever-evolving media, marketing, and advertising sectors.

Overview of Tubular Labs

Erica Ortega provides an insightful introduction to Tubular Labs, highlighting its pivotal role in the social video ecosystem.

• Comprehensive Data Integration: Tubular Labs aggregates data from major platforms, including YouTube, Instagram, Facebook, Twitch, and TikTok, amassing a vast database of over 15 billion videos and 40 million creators.

• Official Measurement Partner: As the only official measurement partner to Meta and YouTube, Tubular Labs offers unparalleled insights into social video content, trends, and audience behaviors.

Erica Ortega [01:41]: "We're the only company that's an official measurement partner to Meta and YouTube. We've got the world's largest social video database, over 15 billion videos and 40 million creators."

Impact of TikTok's Temporary Outage

The conversation shifts to TikTok's recent downtime, investigating its immediate effects and long-term consequences.

• Short-Term Panic: During TikTok's outage between January 17th and 19th, alternative platforms like RedNote saw a surge, but the impact was limited compared to TikTok's daily engagement levels.

Erica Ortega [03:09]: "It was a talking point. People posted a bunch of content about it. The panic was itself just a daily trend. And it came and went just like they all do."

• Creator Resilience: Top creators like Charli D'Amelio capitalized on the situation, significantly boosting their viewership by uploading a backlog of content during the downtime.

Erica Ortega [07:53]: "Charli D'Amelio...she blitzed TikTok with 27 videos uploaded. She had 959 million views in just those three days, more than she had for all of Q4. She absolutely crushed it."

Current Content Trends on Social Platforms

Erica discusses the prevailing content trends across various social media platforms, emphasizing the dynamic nature of social media.

• Consistent Evolution: Social media remains in a state of constant flux, with trending topics like RedNote, ASMR, Squid Games, and NBA dominating discussions.

Erica Ortega [04:42]: "It's just normal. It's kind of just normal. It's in everything...because the algorithm's feeding it to you because that's what you want to see more of."

• Video Duration Dynamics: While TikTok experimented with longer video formats, the preference largely remains for short-form content, though some brands and creators venture into longer narratives based on their objectives.

Erica Ortega [05:36]: "The biggest thing is diversity. Everyone's pushing, you have to have long form. And then you have to be able to reformat, edit it...for the platform you want to post."

Migration Patterns and Platform Alternatives

The discussion explores whether TikTok's challenges could lead to a significant migration of users to other platforms like Reels or Shorts.

• Temporary Shifts: Data indicated a 36% drop in TikTok uploads during the outage, which subsequently normalized, suggesting that while there was a momentary shift, users largely returned to TikTok once it was operational.

Erica Ortega [06:24]: "Uploads on TikTok from January 18 to January 19 did drop by 36%. This has kind of recovered."

• Audience Loyalty Concerns: There's uncertainty about whether Gen Z, TikTok's core demographic, would seamlessly transition to other platforms, as their preferences may not align with alternatives like Reels or Shorts.

Erica Ortega [08:12]: "You have to know your audience. If you're catering to a Gen Z audience...you have to know your audience. We're waiting, we're watching, we're looking at the data."

Strategies for Brands in Short-Form Content

Mike and Erica delve into effective strategies brands can adopt to leverage short-form content amidst the current social media landscape.

• Content Generation vs. Partnerships: Brands either create their own impactful content or partner with popular creators to reach wider audiences.

Erica Ortega [10:02]: "Some are doing their own content generation, getting really impactful content...Some are going the partnership route, getting popular video creators to distribute to their audience."

• Utilizing Smart Filters: Tubular Labs equips brands with tools to identify micro-influencers and fast-growing creators within specific niches, enabling targeted and cost-effective partnerships.

Erica Ortega [13:23]: "You can type in keywords, use our smart filters...to see who is growing, who's at the top...before they're big because once they're at the top, they're expensive."

• Adapting to Visual and Audio Trends: Brands must stay attuned to visual hooks and popular sounds that resonate with their target demographics to enhance engagement.

Erica Ortega [11:43]: "Pay attention to video hooks...and to sounds like what's popular. For example, 'Messy' by Lola Young...understanding what's gaining traction."

Episodic Content and Live Streaming Trends

The episode briefly touches upon emerging content formats such as episodic content and live streaming.

• Episodic Content: There's a growing inclination among top YouTubers to adopt a season-like model, although Erica notes that this may fluctuate based on evolving content strategies.

Erica Ortega [14:31]: "That's a great sort of deep dive research project. Honestly, I haven't seen it, but I haven't looked."

• Live Streaming's Niche Appeal: While platforms like Twitch were once perceived as niche, recent events like Kai Sinende's 30-day streaming challenge indicate a potential resurgence in live streaming consumption.

Erica Ortega [16:14]: [No specific data provided]

Future Scenarios and Platform Stability

Mike poses a critical question about the potential future without TikTok, and Erica shares her perspective on the unpredictability of such a scenario.

• Algorithmic Superiority: TikTok's success largely hinges on its intelligent algorithms that curate personalized content, making it challenging for other platforms to replicate its engagement levels.

Erica Ortega [16:24]: "Everyone loves that algorithm. That's the secret sauce. Everyone's trying to copy or replace it."

• Uncertain Outcomes: Erica expresses uncertainty about whether existing platforms can effectively absorb TikTok's user base or if new contenders will emerge, emphasizing the unpredictable nature of audience behavior.

Erica Ortega [16:24]: "We're not really sure. I don't know that anyone wins. I'm certainly holding out hope that we don't lose it."

Final Insights and Takeaways

As the conversation winds down, Erica underscores the importance of leveraging data to stay ahead in the fast-paced social media environment.

• Data-Driven Decisions: Brands must continuously monitor data to identify emerging trends and adapt their strategies accordingly.

Erica Ortega [12:11]: "Everyone wants to get insights faster. There's a lot of data constantly changing...ways to filter out whatever they deem as the noise."

• Audience Engagement: Understanding and anticipating audience preferences remains paramount for both brands and creators to thrive in an ever-changing digital landscape.

Conclusion

The episode concludes with Mike and Erica acknowledging the volatile nature of social media platforms and the critical need for brands and creators to remain agile. As TikTok sits in limbo, the discussion highlights the imperative for continuous monitoring, strategic adaptability, and data-driven decision-making to navigate potential shifts in the social media ecosystem.

Notable Quotes:

• Erica Ortega [07:53]: "There’s big money to be made if you're good at it."

• Erica Ortega [16:24]: "Everyone loves that algorithm. That's the secret sauce."

• Erica Ortega [12:58]: "Being able to filter video styles and formats at scale can be very, very powerful."

About the Hosts and Guests:

• Mike Shields: Host of Next in Media, specializes in dissecting trends in the media, marketing, and advertising industries.

• Erica Ortega: Director of Product Marketing at Tubular Labs, brings extensive expertise in social video analytics and audience behavior insights.

For more insights and detailed discussions on the latest media trends, subscribe to Next in Media and stay ahead in the rapidly evolving digital landscape.