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Thursday, 24 September 2026
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Thursday, 24 September 2026
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Thursday, 24 September 2026
Sun FM Gossip
WHY TIKTOK MATTERS AND HOW ACQUISITION COULD MESS IT UP
Tuesday, 08 September 2020
TikTok's US operation is in the market for sale to one of several giants in the industry, something that could spell the end of any ultra-trendy social platform. It has many brands and their influencers on the platform are asking the big question”: Now what?
"If you think of the (social) platforms that have thrived, it's because they have a core utility that consumers didn't want to let go of," Nigel Morris said in a statement, former CEO of global media agency Dentsu Aegis and investor in UK influencer agency Fanbytes, which has made a major shift toward TikTok. "About 18 months ago over 50% of the revenue through Fanbytes was running through Snap. Now over 50% is going through TikTok," says Morris. "TikTok is where Gen Z really wants to be."
Whether Gen Z still wants to be there after TikTok is sold will come down to practicality. "The utility of TikTok is that ability young people found to express themselves and quickly build up their own media channel," says Morris. The same can be done on YouTube, but Morris argues that TikTok feels like a private club for Gen Z. "It isn't shared with parents. It isn't shared with other generations."
Originality is something that is valued by the influencer marketing circles; Although Morris says it can't be highlighted too much. "The purity of not just the viewing experience but also the “content creation experience" on TikTok will be the acquirers' to fumble with increased commercialization. Hoary old social platforms like Facebook and Twitter migrated to intense commercialization durably, but Vine, Snap, and MySpace suggest ephemerality is more common. "It's absolutely buyer beware."
"If you think of the (social) platforms that have thrived, it's because they have a core utility that consumers didn't want to let go of," Nigel Morris said in a statement, former CEO of global media agency Dentsu Aegis and investor in UK influencer agency Fanbytes, which has made a major shift toward TikTok. "About 18 months ago over 50% of the revenue through Fanbytes was running through Snap. Now over 50% is going through TikTok," says Morris. "TikTok is where Gen Z really wants to be."
Whether Gen Z still wants to be there after TikTok is sold will come down to practicality. "The utility of TikTok is that ability young people found to express themselves and quickly build up their own media channel," says Morris. The same can be done on YouTube, but Morris argues that TikTok feels like a private club for Gen Z. "It isn't shared with parents. It isn't shared with other generations."
Originality is something that is valued by the influencer marketing circles; Although Morris says it can't be highlighted too much. "The purity of not just the viewing experience but also the “content creation experience" on TikTok will be the acquirers' to fumble with increased commercialization. Hoary old social platforms like Facebook and Twitter migrated to intense commercialization durably, but Vine, Snap, and MySpace suggest ephemerality is more common. "It's absolutely buyer beware."