Why is every platform copying TikTok right now? And the opportunity you’re missing.

Creating content on TikTok is like buying a lottery ticket with way better odds of winning. Their focus on engagement has caused The Great Social Reset.

Reach is almost entirely based on video engagement (watch time) instead of account size.

This has allowed anyone creating content on the platform to go viral overnight. An almost unheard-of feat on other platforms.

You don’t have to spend much time on the app to see an account have one video with 100k-1M+ views on one or two videos while the rest have a few hundred or thousand.

What does this mean for you if you’re trying to grow your authority on social media?

Because TikTok is stealing users at an incredible (and exponential rate), every platform is adopting this new engagement-focused algorithm to incentivize users to come back and start creating content again.

YouTube is emphasizing shorts, and Instagram’s CEO said they’re now prioritizing Reels (despite Kim K’s objections). Twitter is still trying to figure out if they have bots on their platform, so no update from them…

Take advantage of The Great Reset that’s occurring right now. This is a unique (and short-lived) opportunity to build an audience faster than ever.

The hard truth about the algo wars…

If you’ve you been posting regularly (on any platform) and you’re wondering why you haven’t blown up yet, I’ve got some bad news (and good).

Your audience isn’t interested in what you have to say. Full stop.

That probably doesn’t feel good to read, but it’s ok. Now you know and can do something different. Twitter is great because you can easily test ideas.

The quickest way you can find out what your audience wants you to talk about is by using Twitter as your brainstorming journal.

Tweet often, reply to other tweets, retweet, and see what elicits a response. When you find a topic, go deep on it until your audience stops engaging.

A huge mistake most people make is they find an engaging topic, post about it once, then try to find something else. Then they wonder why all their engagement stopped…

It’s because the algos put your content in front of those who engage with you the most first to see if they like it. If your biggest fans don’t like something, they figure no one else will.

Let your audience guide you and create content around that. Now you can easily repurpose those ideas into a format that works on TikTok, YouTube, Instagram, etc.

Rinse, repeat, and watch your engagement and authority skyrocket.

It’s Your Turn

TikTok is stealing everyone’s attention, causing other platforms to copy their strategies.

Engagement is highly prioritized over account size right now (but probably not for long).

Find what your audience engages with and double down on those topics/ideas to see your authority and reach go to the moon.

Use Twitter as your brainstorming journal to test new ideas to see what sticks before diving into that topic further.