[VIDEO] TikTok Dominance is Forcing Social Media Innovation

The rise and dominance of TikTok is forcing social media innovation across all networks like Instagram, Facebook, Pinterest and LinkedIn.

By: Michael Brito

Category: Analytics

The writing is on the wall. TikTok dominance across all generations is taking the world by storm and it’s showing no signs of slowing down. It started with the Gen Z audience, and has made its way with millennials, Gen X and I’ve even seen some baby boomers using the app.

Whether or not you use TikTok, this world dominance is a good thing for the entire digital ecosystem. It’s causing the other social media platforms to think out of the box and provide unique experiences for their users.

Here are a few examples of popular apps and their social media innovation.

Just this week, a few of the large social networks have released some pretty cool features for their users. For example, Instagram launched ‘Add Yours’ sticker to facilitate engagement from other users. This kind of reminds me of Snapstreaks, which is meant to keep users engaged and never forgetting to log in at risk of losing their streaks.

Instagram also launched live stream shopping events for the holidays and included free shipping on all purchases.

Now Facebook is also dipping their toes again towards the business audience by launching a new certificate course in marketing analytics and AR creation. We’ll see how this goes.

And lastly, Pinterest announced ‘Pinterest TV’ shoppable live stream series just in time for the holidays. They also launched a new initiative to help more creators launch their own shopping live-streams in the app.

These are just a few examples of companies that are innovating their products and services to provide more custom, personalized, and unique experiences for the audiences that use their apps.

In September of 2021, Facebook launched Reels in the US which is identical to TikTok and provides short form, video experiences and tools to creators. They have also committed to investing over $1 billion in creators through 2022, by offering a new bonus program to help creators earn money when people view their reels. While this isn’t necessarily social media innovation, it is a really great way to build advocacy and brand reputation among the creator audience.

I really hope you enjoyed this video. I do my best to create content that’s actionable and provides value to the work you do.

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