TikTok has actually revealed that its United States department will end up being a partner of Oracle and, while that lacks a straight-out sale, the threats to TikTok’s social trustworthiness when mixed with Big Tech are unavoidable. The offer will leave brand names and their influencers on the platform with a huge concern: Now what?
“If you think of the (social) platforms that have thrived, it’s because they have a core utility that consumers didn’t want to let go of” states Nigel Morris, previous CEO of international media firm Dentsu Aegis and financier in UK influencer firm Fanbytes, which has actually made a significant shift towards TikTok. “About 18 months ago over 50% of the revenue through Fanbytes was running through Snap. Now over 50% is going through TikTok,” states Morris. “TikTok is where Gen Z really wants to be.”
Whether Gen Z still wishes to exist after TikTok is offered or mostly moved will boil down to energy. “The utility of TikTok is that ability young people found to express themselves and quickly build up their own media channel,” states Morris. The very same can be done on YouTube, however Morris argues that TikTok seems like a personal club for Gen Z. “It isn’t shared with parents. It isn’t shared with other generations.” Being part of Oracle, or perhaps rejected suitor Microsoft, does not jibe with that generational exclusivity.
Nigel Morris, previous CEO of the Dentsu Aegis Network and financier in Fanbytes.
Nigel Morris
Authenticity is a coin tossed around like a cent in influencer marketing circles, however Morris states it can’t be highlighted excessive. “The purity of not just the viewing experience but also the content creation experience” on TikTok will be the acquirer’s to fumble with increased commercialization. Hoary old social platforms like Facebook and Twitter moved to extreme commercialization durably, however Vine, Snap and MySpace recommend ephemerality is more typical. “It’s absolutely buyer beware.”
Nigel Morris had a lot more insights into the future of TikTok that he showed CNET’s Brian Cooley on Now What. Hear them all in the video above.
Now What is a video interview series with market leaders, celebs and influencers that covers patterns affecting companies and customers amidst the “new normal.” There will constantly be modification in our world, and we’ll be here to talk about how to browse all of it.
