TikTok does not want to be called a social media platform. Can he prove that he is not one?
Last week, “the fearless leaders behind some of the world’s most coveted cult brands” traveled to Banff, Alberta, Canada for The Gathering Summit. One of the speakers at the event was ICT Tac branch manager and accountant Khartoun Weiss, and she defined the company she worked for in an unusual way. Weiss said TikTok is an entertainment platform, not a social media platform.
For those of us interested in semantics, this is an interesting take. Based on the Merriam-Webster definition of social media, TikTok seems to do the trick. The dictionary entry even calls out videos as things that can be shared among users linked to social networks. If you prefer a non-academic source, a quick Twitter search reveals a lot of people who adapt TikTok to their personal definitions of social media.
Weiss has other ideas. She points to the nature of TikTok’s consumption as evidence of the industry she belongs to. “The audience that likes and builds and creates and connects with TikTok, they say they check Facebook, and they check Instagram and they check Twitter and they check Snap and they check things out,” Weiss said at the Gathering Summit. “But they don’t verify TikTok. They tell us they watch TikTok.
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Then there’s the “second screen” issue. Undisputed social networks like Facebook and Twitter often scroll during streaming or TV content in the background, but as Weiss noted, TikTok attracts too much attention to be used that way. The need to watch, listen, and pay attention to TikTok videos prevents it from being an add-on to anything else. This makes the app closer to streaming than social media.
Reading all this, you might be thinking, we do not care? Ultimately, TikTok’s self-definition is very useful in predicting how it plans to sell to advertisers, creators, and consumers; However, if you really want to understand how the future of digital media is going to unfold, you should notice terms that are out of fashion among brand leaders.
Social media, to put it bluntly, is becoming a dirty word. The titans of this industry fail to conquer the metaverse and respond to acquisition offers from crazed billionaires. No wonder TikTok is more associated with entertainment, which is still a beloved domain (although its executives are dealing with their own issues). “There’s so much negativity and negative connotations to being categorized as social and a social network, that it doesn’t offer the many benefits of being categorized as that,” analyst Matt Navarra said. fast company. “So it’s no surprise that TikTok and others prefer you to think of them as entertainment.”
We have already seen this in an online video. Once upon a time, every conglomerate of creators wanted to be called a multi-channel network. Then, a few years later, the MCN era ended and the term fell into disuse. So if you want to know where the internet is going, pay attention to the language. It can tell you as much as any press release.