TikTok and Social Media Marketing

Vlogging? Know your target audienceHere are my thoughts about vlogging, TikTok, and cultural disconnects.

Remember that line, “if it’s too loud, you’re too old”? Late yesterday, I wondered if we should replace “loud” with “raunchy.”

Okay, I’m joking.

For those who don’t know me in real life: Yes, some music is too loud. But… there are also signs when people start acting “old.” It has nothing to do with age. It’s more about getting locked into a specific set of era references, and refusing to accept that time moves on & things change.

But, after looking at TikTok, I’d really like to turn back the clock to a time when people under age 25 (or so) could enjoy the innocence of youth and limitless optimism.

TikTok – at least the videos the site suggested to me – made me want to weep, seeing the cynicism and anger in so many of their apparently popular videos.

Then, my husband said TikTok might echo other cultural norms, which probably reflect the site’s roots.

Now that – apparently – TikTok is trying to go mainstream, their content emphasis may change.

(And that may be a marketing opportunity for some people. Or, it might not. Imho, it’s for high-rollers.)

A Travel Vlog Aside

And that brings me to a friend, Kayla, who’s launched a travel-ish vlog. At Facebook, I’d linked to one of her first videos, and email’d the URL to a few friends, too.

Friends’ immediate feedback let me know I’d blundered.

Well… I didn’t think the language or humor were a big problem, though I’d flagged it as NSFW. Apparently, I should have been more clear about that. Some people felt the video was too raunchy.

I’m not sure of that. Kayla may be aiming for a very particular audience. For them, the language and humor may be fine… even an asset.

She was on a South Korean game show, and has a fan following from that. So, she may be tailoring her videos for those fans.

If her target audience included people who might recognize her from her former role at an Orlando theme park, and go all starry-eyed as a result… she may have missed the mark.

Also, if she has an ultimate goal of landing on one of the bigger lifestyle streaming services, her videos probably shouldn’t be NSFW.

That’s not my call.

Would my husband & I watch Kayla’s videos if we didn’t already know her…? Probably not. Our tastes are more plain-vanilla G-rated than anything at the upper limits of PG-13.

But that’s us. We’re the kind of people who go to Disney World at least two evenings each week. We don’t drink and don’t smoke. And I think twice before I even say “heck” or “darn.”

On the other hand, we’re not snobs; we love keeping up with friends, via blogs & vlogs, when they’re living far from us. So yes, we’ll keep following Kayla’s adventures. She and her partner are bright, fun people. We like them.

Other travel vlogs we follow?

Well, via Roku, we regularly watch Fawesome.tv’s UK travel shows like “Samuel and Audrey.” (We don’t know them.)

That couple go to everyday places and find quirky and interesting things to talk about. I’m pretty sure they’re earning a living from travel vlogging, and being on channels like Fawesome.tv helps a lot.

Samuel & Audrey's YouTube channel is at https://www.youtube.com/channel/UCnTsUMBOA8E-OHJE-UrFOnA

So, yeah… Different styles. Different audiences. Different goals.

You can’t be all things to all people.  Choose your people. And choose who you’re going to be. (Not necessarily in that order.)

And That Gets Us Back to TikTok as a Marketing Option

I’m posting this to say: If your success depends on – eventually – reaching a very broad audience, consider the “what ifs” of what you say & do, now.

To me, TikTok looks like over-eager people, being silly & (maybe) seeking fame/fortune.

Long-term, TikTok could go mainstream… or become yet another “bad neighborhood.” So, I can’t recommend it, unless you’re a high-roller in marketing terms.

(I also wonder what will happen when a future employer does a social media search, and stumbles onto someone’s unfortunate TikTok video from years earlier. Oops.)

As I said, you can’t be all things to all people, but – between an audience of, say, your 1000 True Fans, and Every Person On Planet Earth – there IS a level of success (and an audience) you’re aiming for. From the start, think in those terms.

Be a dreamer, but also be realistic. Decide the expectations of the largest audience you aim to attract. And plan accordingly.