Ahead of the Curve with Coco Mocoe Stop trying to be a TikToker
Become a member of the best-selling Substack to unlock the extended version of every episode: cocomocoe.substack.com
I went to the TikTok Creativity Summit last week and left disappointed. As someone who championed the platform since you could only upload 15-second videos in 2019, I have seen it’s meteoric rise. I loved that TikTok was a disruptor and completely changed the way platforms source content and made it easy for anyone to become a creator.
But the magic of TikTok’s discoverability became it’s achilles heel, as well. The FYP does not prioritize showing users content from their favorite creators. But rather places emphasis on showing hundreds of new creators to users, every day. While this is great for initial exposure, it means that over time the platform’s creators are abandoning the platform because they know it is not meant for longevity.
In today’s episode of “Ahead of the Curve with Coco Mocoe” podcast, I am going to be diving into my thoughts on the grim future of TikTok. Is it even worth it to try and be a TikToker anymore? With a looming TikTok ban and an algorithm that prioritizes off-putting TikTok Lives & concerning TikTok Shop items, has TikTok lost the plot? I wrote more about this in Friday’s trend report on Substack, which you can read here.
TOPICS DISCUSSED:
0:00 - Introduction
8:43 - Substack Chat Responses to “Is TikTok Dying?”
12:00 - Where did TikTok’s algorithm go wrong?
15:15 - Creators are frustrated with TikTok
16:53 - Brittany Brooks’s Rise and Separation from TikTok
18:30 - How the potential bans are affecting TikTok
20:12 - “TikTok became boring to me”
23:36 - TikTok’s fatal flaw: Short form videos
24:27 - Why big creators are no longer reliant on TikTok
29:15 - How TikTok can course correct
33:33 - What other platforms should you prioritize as a creator or brand in 2025
34:30 - The 5-Year Cycle in Marketing
40:00 - What new platform might “replace” TikTok
42:49 - The three features you should use to grow on TikTok in 2025
50:31 - How to make content that is bigger than any platform or trend
Become a paying member of the best-selling Substack to unlock the extended episodes of the podcast: cocomocoe.substack.com
REFERENCE LINKS:
* Join my best-selling Susbtack to unlock the extended episodes: cocomocoe.substack.com
* My Amazon Storefront for Creators: https://amzn.to/3ltAuqs
* “The death of the follower” SXSW Talk:
* “This is your sign to start a podcast” episode: https://cocomocoe.substack.com/p/this-is-your-sign-to-start-that-podcast
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“Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey.
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Email: cocomocoe@gmail.com