Is It The End Of The Creepy Algo Of The Social Web?
Is It The End Of The Creepy Algo Of The Social Web?
Something really eventful happened yesterday. TikTok adhered to the ultimatum given to it by the EU.
Give the audience a way to turn off your creepy algo.
Yes, TikTok users in the EU can now choose to turn off the personalization algorithm that is so infamous. TikTok (and later Reels, Shorts) has this uncanny ability to keep you hooked by showing you exactly the content that you can’t take your eyes off.
The exact soul-searing content that you are most likely to watch.
So if you are motivated politically, you might see an endless amount of political propaganda, just the right type to rouse your emotion. No problems if it gets hyper-alarmist or borders on outright lies and malice.
If you like dancing people. You get a lot of dancing people. An endless amount of dancing people.
Before you know the hour’s gone. You are hooked.
Well, now you have an off button.
The EU has always been a little more proactive about protecting its users' Internet rights than the rest of the world, but you can bet what starts there comes to the rest of the world pretty soon.
Take advertising transparency for example. It started in the EU but now most platforms show their targeting information publicly and have built searchable databases.
So ‘personalization’ is going to have an off button soon. You will actually get a choice to turn off the creepy algo that seems to know everything you want even before you know it.
How Does This Affect Your Business?
- If you can’t personalize, you can’t target with ads either. Yes, this will remove personalized ads from the feed.
- This continues the trend of limiting the data that can be used by platforms to grab your attention.
- Combined with the fact that social media sites are seen as an addiction now and have very little perceived beneficial value, it’s a sign of times to come.
Whether you believe this or not, social is a declining trend.
Everything comes to a peak and then slides off. I believe the peak of the social web has already been reached. From hereon it’s a slow but inevitable decline.
For businesses that means we need to create better and more comprehensive strategies where social media is a big chunk of the pie but not the entire pie itself.
A mix of
🍎 Personalized Outreach
🍎 Content Marketing
🍎 Local SEO / SEO
🍎 Social
🍎 PPC and Native…
I think Native advertising has the best scope of growth in the coming days. It has been underutilized by marketers. As the capabilities to target people effectively on the social web declines, Native can be a new bastion for marketers.
What do you think about this change? It’s come to TikTok first, how soon do you think it will come to Meta and other platforms?
Meanwhile, keep reading my posts and building yourself up.
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What do you think of today’s article? Was it useful for you? Do you have any feedback?
Let me know, I am waiting to hear from you.
Cheers!
Your best friend in the business
Cyril “Jeet”
Of Teknikforce.
