American lawmakers are also attempting to legislate. TikTok CEO Shou Zi Chew was called in front of Congress earlier this year to answer concerns about the app, including the risk that its algorithm could spread harmful messaging. Chew responded that TikTok employs 40,000 moderators to track harmful content, as well as an algorithm to flag controversial material. He added that the company will use third parties to review its algorithms. Still, the state of Montana has banned TikTok from all personal devices, effective from 1 January 2024.
The social media commentariat has also been vocally opposed to forced algorithms. Last year, Instagram users revolted when the app tried to mimic TikTok’s algorithm. Some TikTok creators have complained about the #TikTokMadeMeBuyIt phenomenon, whereby the app allegedly encourages excessive consumerism amongst its users.
As brands have learned to adapt to the algorithm and chase virality, critics have pointed to a dampening of creativity that has contributed to this mass ennui.
“In a world where everyone’s shouting, vying for a slice of attention from the algorithm, brands copy what is working (usually too late), creating this bland brand broth of sameness,” says Lydia Pang, co-founder of creative strategy studio Mørning. “Social has the potential for incredible creativity and connection, and yet we often see brands mirroring and mimicking culture vs actually setting it. Colloquialisms lose all meaning, art direction play lacks any wit. Influence is a broken word,” she continues, adding that as a result, “the age of content pollution is dead”.
“Nowadays, social media is so saturated that it’s not all about jumping on every single trend and posting three times per day. It is about focusing on the quality of the video and the message we’re sending our audience,” agrees Narbutaite, who warns about the dangers of being labelled as a “TikTok brand”, which is a jab intended to undermine the legitimacy and credibility of a brand by implying it lacks originality. It’s something Broken Planet Market has avoided by dovetailing its social marketing strategy with IRL activations and by developing social media formats and concepts that showcase Broken Planet Market’s vision rather than following trendy videos.
What’s more, virality doesn’t always necessarily translate into an engaged audience who repeatedly buy from the brand. “I do believe you have to [be on TikTok], but I think not many people are winning revenue-wise. You can have the audience, but you’ve got to convert that into sales. Otherwise, why are you doing it?” says Chris Gove, founder of menswear label Percival. “We have to grow TikTok for [our] brand image, but we don’t see any referrals from it. If you’re going to be a slave to the algorithm, I don’t think it’s going to pay dividends unless your audience is really synonymous with that of the platform.”
How are brands changing their marketing tactics
Moving away from algorithmic feeds will require a shift in strategy. “The most important thing to think about is authenticity and co-creation,” says McDonnell. “Look at the rise in user reviews around everything from luxury cooking products to luxury bags. Consumers want to know whether these products are worth the money. Accounts that cut up leather bags and analyse the quality of the leather have huge followings,” he says. “Work out what your audience’s niche is, and work out how creators can be used to spread the message that aligns with your brand identity.”