“What Creators Owe To Their Audience” (Feat. Neil Shankar, Content Creator)
Future Commerce · with Neil Shankar · June 24, 2022 · 42 min
Summary
This episode features content creator Neil Shankar discussing how brands and creators can navigate the TikTok algorithm to build an audience. He delves into strategies for creating engaging content that resonates without resorting to viral dances, emphasizing the importance of speaking TikTok's language and engaging with its creators. The conversation also touches on the evolving relationship between brands and consumers on the platform, highlighting how understanding the algorithm is key to brand visibility and audience engagement, even when the audience isn't directly engaging with the creator's core message.
Key takeaways
To succeed on TikTok, creators and brands must 'play the game' of the algorithm by speaking its language and engaging with its creators, rather than just chasing viral trends. Adopt strategies like collaborating with other creators and tailoring content formats to fit platform norms.
Focus your content on one clear take, opinion, or brand per video for better engagement on TikTok, as viewers often engage with brand names rather than nuanced arguments.
Brands should pay attention to the 'time footprint' — the amount of time and focus customers give them. High engagement time signals a strong connection and potential for lasting brand relevance.
Conceptual framing can broaden appeal beyond direct consumers. By reframing niche topics (e.g., a Prada badge as a "hack"), creators can attract and educate a wider audience about deeper brand concepts.
Even if your direct message isn't always absorbed, the exposure gained by leveraging platform algorithms and brand mentions still increases brand awareness and consumer interest.
TikTok creator Neil Shankar joins the show today to chat about the algorithm, how brands are playing the game, power stances in commerce, and our recent Visions 2022 report. Listen now!
What does this episode say about influencer & creator?
To succeed on TikTok, creators and brands must 'play the game' of the algorithm by speaking its language and engaging with its creators, rather than just chasing viral trends. Adopt strategies like collaborating with other creators and tailoring content formats to fit platform norms.
What does this episode say about brand & content?
Focus your content on one clear take, opinion, or brand per video for better engagement on TikTok, as viewers often engage with brand names rather than nuanced arguments.
What does this episode say about analytics & attribution?
Brands should pay attention to the 'time footprint' — the amount of time and focus customers give them. High engagement time signals a strong connection and potential for lasting brand relevance.
What does this episode say about influencer & creator?
Conceptual framing can broaden appeal beyond direct consumers. By reframing niche topics (e.g., a Prada badge as a "hack"), creators can attract and educate a wider audience about deeper brand concepts.
What does this episode say about influencer & creator?
Even if your direct message isn't always absorbed, the exposure gained by leveraging platform algorithms and brand mentions still increases brand awareness and consumer interest.
