I signed up for TikTok.
The truth is, I’ve been sitting on this decision for a long time. When TikTok first made its appearance, I thought “I’m glad the kids have a place to hang out but it isn’t where my people are” and for a while, that was true. Until it wasn’t.
In the last couple years, I started noticing some of my business friends and clients were spending more time over there.
Ultimately, this is what I teach my clients : be in the rooms your people are in. Show up and be helpful. That’s it; that’s marketing.
But this wasn’t the reason I ended up joining.
As Elon Musk floats the idea of paid Twitter accounts, as Meta acquires more platforms (and regularly switches up engagement algorithms), as more people build their own businesses online, and as the social media oligarchy continues to broaden its horizons it’s becoming more and more difficult to get noticed.
If you’ve noticed your engagement going down. If you’ve noticed it being more difficult to build your audience. If you’ve noticed that things have been changing. It isn’t just you.
Of course, this is a perfectly opportune moment for those business & marketing gurus to sweep in with their one-formula-fits-all tactics. Their tactics feed off fear, scarcity, and desperation. They feed off the idea that if your audience isn’t doubling overnight, somehow you’re the one doing it wrong.
So I joined TikTok. I joined because it’s time to broaden my horizons, it’s time to show up in a new room, and it’s time to connect with folks outside the rooms I’ve been in.
Relationship marketing will never fail you.
Know who you are, what you do, why you do it, and who you’re speaking to…then head on over to those rooms to show up and be helpful.
Introduce yourself when you come in. I’ll make sure to come over to say hi.