consumer psychology

A social media network without participation is nothing, as the platform needs participation to thrive. It is clear that TikTok has this participation and usually this would be a good thing as it means people are liking the platform. It is interesting that large brands are experiencing a downfall from perhaps too much participation from both brands and consumers on more established social media platforms, such as Instagram. The overwhelming participation on Instagram is creating too much “noise” for brands to cut through and be noticed by potential consumers. Specifically, young consumers with much on their minds at all times. As TikTok matures and catches up to Instagram, I wonder how it will fair in comparison when it comes to exposure for brands. It seems likely that TikTok may follow the same curve as Instagram and brands may have to come up with new ways to be noticed among the inevitable “noise” on social media. Unless, TikTok learns from the precedent of larger social platforms and implements a way to manage brand exposure. The article makes it clear that there are pros and cons to the growing traffic on social platforms. It will be interesting to see how brands innovate and overcome these challenges when it comes to competing for the young consumer’s attention.