Stop pandering to social media: Your audience isn’t on TikTok

Social media platforms like TikTok have become the latest obsession for publishers, lured by the promise of reaching younger audiences and going viral. But not every publisher belongs on TikTok—or even needs to chase every social media trend. In fact, this scattershot approach to audience engagement often dilutes a publisher’s brand and diverts resources from more impactful strategies. Here’s why chasing every platform trend will hurt your brand and what you should focus on instead.

The Myth of Universal Relevance

The idea that every publisher must be on every platform stems from a fear of missing out (FOMO). But not every audience is on TikTok, and even if they are, they may not be looking for what you’re offering. Here’s why TikTok isn’t the right fit for every publisher:

1. Content Mismatch: TikTok thrives on short, engaging, and often light-hearted video content. If your brand specialises in in-depth journalism, technical analysis, or niche reporting, the platform’s format may not align with your strengths. Attempting to force-fit serious content into a space built for entertainment can compromise its impact.
2. Audience Fragmentation: While TikTok has a massive user base, not all segments are relevant to your publication. Publishing generic content to appeal to a broad audience risks alienating your core readership. Catering to your loyal audience’s needs often yields better long-term results than chasing fleeting trends.
3. Short-Term Gains: TikTok’s algorithm rewards virality over substance, making it harder to build long-term relationships with your audience. The traffic spike from a viral video often doesn’t translate into sustained engagement or conversions, leaving little to show for your efforts.

The Cost of Chasing Trends

Jumping onto every social media trend comes with significant costs that publishers often underestimate:

1. Resource Drain: Producing platform-specific content requires time, creativity, and technical expertise. These resources could be better spent on strengthening your core offerings. The constant pressure to create new content for multiple platforms can overwhelm teams and lead to burnout.
2. Brand Dilution: Constantly adapting your voice and style to fit different platforms can erode your brand identity. Readers may struggle to understand what you stand for if your content varies wildly across channels. A diluted brand message makes it harder to build trust and loyalty.
3. Missed Opportunities: By chasing trends, you risk neglecting strategies that build lasting value, such as improving your website’s user experience, investing in newsletters, or fostering community engagement. These missed opportunities can have long-term implications for your growth and revenue.
4. Unpredictable Returns: Social media algorithms frequently change, making it difficult to achieve consistent results. Investing heavily in one platform only to see its reach diminish due to algorithm changes can leave publishers scrambling.

Where Your Focus Should Be

Instead of spreading yourself thin trying to master every platform, focus on strategies that align with your audience and goals:

1. Understand Your Core Audience: Use analytics and feedback to determine where your audience is most active and engaged. Double down on those platforms instead of chasing new ones. Knowing your audience’s preferences ensures your efforts are directed where they matter most.
2. Invest in Owned Channels: Prioritise platforms you control, such as your website, email newsletters, and subscription models. These channels provide direct access to your audience without the whims of a third-party algorithm. Owning your audience relationship reduces dependency on external platforms.
3. Leverage Evergreen Content: Create content that remains relevant over time and can be repurposed across multiple channels. This approach maximises the return on your content investment and ensures a steady flow of value for your audience.
4. Engage Authentically: Choose platforms where you can engage meaningfully with your audience. Whether it’s answering comments, hosting webinars, or participating in discussions, authentic engagement fosters loyalty. Readers appreciate genuine interactions over shallow attempts to go viral.
5. Develop Niche Expertise: Focus on becoming the go-to resource in your field. By providing specialised content that your audience can’t find elsewhere, you solidify your value proposition and differentiate yourself from competitors.

Examples of Smarter Engagement

Some publishers have found success by focusing on platforms and strategies that resonate with their audience:

• The Financial Times: Rather than chasing trends, the FT prioritises LinkedIn and newsletters to engage its professional audience with in-depth analysis and insights. This focus on professional platforms aligns with its readership’s preferences.
• National Geographic: Known for stunning visuals, NatGeo thrives on Instagram by leveraging its strengths in photography and storytelling. The platform’s visual nature perfectly complements its brand identity.
• Specialised Niche Publishers: Smaller publishers focus on creating value in their communities, using forums, blogs, or newsletters to build deeper connections. This strategy ensures a dedicated and engaged audience without overextending resources.

The Long Game: Building Loyalty

Social media trends come and go, but loyal audiences endure. By focusing on authenticity, quality, and alignment with your brand, you can build a sustainable strategy that doesn’t rely on chasing the latest fad. Building loyalty involves creating consistent, high-value content and nurturing a strong connection with your audience over time.

1. Consistency Over Virality: A steady stream of valuable content fosters trust and keeps readers coming back. Unlike fleeting viral hits, consistency builds a solid foundation for long-term engagement.
2. Prioritise Community: Loyal audiences feel a sense of belonging. Invest in fostering a community through exclusive content, discussions, or member perks. These efforts deepen the bond between your brand and your readers.
3. Measure What Matters: Focus on metrics like return visits, time spent on site, and subscriber growth rather than chasing vanity metrics like likes or shares. Meaningful engagement is more impactful than superficial interactions.

The bottom line: TikTok may be a game-changer for some, but it’s not a one-size-fits-all solution. Stop pandering to platforms that don’t align with your goals and invest in strategies that truly serve your audience and brand. By focusing on what you do best and delivering value where it counts, you’ll build a resilient, thriving publishing strategy that stands the test of time.