The Next Big Thing: The 2020 Distraction

Last year I wrote an article called The Next Big Thing: Top 2019 Distraction, which talked about the fallacy of the next big thing. You know, that thing that everyone’s talking about. Last year, it was videos that I specifically focused on. Last year, many people were telling me how I should be making videos to make more sales. This is of course not true.

And it’s untrue for most of you too, not because I have something against videos specifically, but because no blanket statements are useful – this is a bad and unethical advice.

The next big thing in 2019 was videos, amongst other things.

But it also was the next big thing in 1927, when the first electronic television was invented.

In September 2011, when Snapchat first launched, video and live streaming became the next big thing.

In 2012, Vine took over the video world to later shut down in 2016.

This 2019 next big thing was actually an old thing.

In 2020, videos continue to be a great tool of communication and connection… for some! And many continue to focus their effort, time and resources trying to make it great for them too. It doesn’t work that way.

In 2020 TikTok has become the next big thing.

TikTok is a Chinese video-sharing social networking service owned by ByteDance, a Beijing-based Internet technology company founded in 2012 by Zhang Yiming. It is used to create short music, lip-sync, dance, comedy and talent videos of 3 to 15 seconds, and short looping videos of 3 to 60 seconds. TikTok became available to us in March 2020, when the world was grappling with COVID-19.  The world then suddenly became a lot smaller with borders closing, people losing jobs and kids now learning from home. Everyone was suddenly confined to their homes (apart from the homeless!).

And many have become experts on TikTok, while some started to disappear into their phones.

More social media has never been a solution to anything.

With another social media channel adding to our lives, we are adding more notifications to our busy lives of consuming.

I am not targeting TikTok. I don’t hate TikTok. This is simply another piece of technology. I feel neutral about it. I’ve added it to my social media folder on my phone, turned off the notifications and visit it strategically on behalf of my clients who are using it.

TikTok is the next big distraction of 2020.

Many are looking for a distraction in the face of fear and uncertainty in the COVID-era.

And I get it. But it can be harmful.

Adding another social media channel to your marketing mix requires more resources. If your existing online communities are taken care of and you are looking to expand, testing new tools can be an exciting journey. However, for many gifted not for profits and social enterprises, as well as small businesses and individuals, adding another piece of technology means taking away from the core.

TikTok is now advertising on Facebook urging you to stop advertising on Facebook and join TikTok instead. Facebook advertising may or may not be one of your marketing tools. However, adding a new tool won’t guarantee or solve anything but rather add more work.

I don’t have anything against TikTok or any other piece of technology, but I am a proponent of doing less while collecting more fruits.

TikTok may come into play at some stage in your strategic planning but it should never be the focus of your work.

You are not missing out on anything by not spreading thin across all social media channels.

Focus on what’s working right now. Expand your reach and impact leveraging the tools you have. And if you feel it’s time to invest in more technology, make sure it isn’t an umpulsive purchase but a strategic and helpful step in your work.

P.S. Whenever you are ready… here how I can help you leverage social media technology to really power your mission:

I design simple and effective social media and Facebook ads strategies helping gifted not for profits and businesses for purpose leverage their social media technology and loyal community to really power their mission, building more donations and creating impact. My work is custom solution aiming at the specific needs of your work.

There are many ways you can reach out to see if I am a good fit for your goals. Check out the Facebook Messanger bubble on the bottom right, contact page on the top and/or a form and a calendar, if this type of communication suits you better.

I look forward to supporting your vision of the future!