Well, that took balls...
Oct 24, 2022🔪 Knife Stabby?
It’s a term, because we said so. Over the summer, TikTok made the not-so-hot decision to remove the “Discover” tab and replace it with a “Friends” tab (and not in a loveable Monica, Ross, Chandler, Phoebe and Joey way.) Reach plummeted, and there was massive outcry from creators (read: me).
Who goes to TikTok to see what their friends are doing?
Answer: No-one. Show us pumpkin decorations and cat videos.
The move felt counter-intuitive to the brand and how users want to be entertained. And it seems like TikTok may now agree with us, because in a strange plot twist, this Nightmare on Elm Street remake has since been replaced by our dreamy Discover Page Tab. We love happy endings!
Will this boost creator reach? Maybe. But more importantly: we know that this will help more creator videos get found and provide us direct insight into what’s trending on TikTok right now.
🎥 Speaking of what's trending...
A painful lesson that what goes up must come down. With the teasing video title that says, “I’m so unlucky,” viewers are primed to ask, “How so?” Turns out they’re willing to wait 5 seconds to find out. With 67.6 million views, people are anxiously waiting and watching for the treat to this trick.
Your takeaway: Drive curiosity through captions and titles that promises the payoff of your video.
Super spooky tip: If you promise a payoff, there better be a payoff. Otherwise your video WILL be flagged as clickbait and possibly hurt your profile’s reach. It’s a scary enough world out there; don’t create your own haunting.
