For a long time, brands could play a fairly simple game: a beautiful photo on Instagram, a more corporate post on LinkedIn, and that was it. Those days are gone.
Today, all platforms are pushing toward more discovery, more video, a relentless pace, and a requirement for authenticity. In short: platforms are becoming "TikTokified". But be careful, this doesn't mean they are merging. They adopt mechanics without abandoning their own DNA. And that's where many brands fail.
In the very first episode of The Feed, we deciphered this shift and what it concretely means for your content strategy.
The absolute trap is believing that because Instagram is pushing Reels, the platform now functions exactly like TikTok. This is false.
Each network maintains its culture. On Instagram, aesthetics, desirability, and relationships with followed accounts (the social graph) remain strong. On TikTok, spontaneity, pace, and the ability to capture attention in the first three seconds dictate the rules.
In other words: Yes, TikTok influences everyone. No, you cannot duplicate the same content everywhere.
This is the most frequent mistake we observe at Socialsky. A brand creates an institutional video, reframes it to 9:16, slightly changes the caption, and posts it on TikTok, Reels, and Shorts. Same hook, same tone. Result: a widespread flop.
Good social content is not just about a vertical format. It must deliver value tailored to the audience. On TikTok, success comes from education, surprise, or reaction to an experienced situation.
Moreover, many brands forget that social is bidirectional. Publishing without engaging in the comments is using a social network like a 1990s television advertising screen. On algorithmic platforms, every response, every debate in the comments is a positive signal that relaunches your video's virality.
If there's one word to remember from this evolution, it's this: infotainment (information + entertainment). Content that overperforms does both: you learn something without feeling like you're attending a lecture.
This shift accompanies another major phenomenon: social search. Today, nearly 40% of young people turn to TikTok or Instagram to find a restaurant or a tutorial, completely bypassing Google Maps or Google Search. For brands, this means your content must be "scrollable", but above all findable. Integrating the right keywords in your voiceover, on-screen text, and description has become vital for your social SEO.
The short answer: No. The strategic answer: This is precisely when you should accelerate.
TikTok is no longer reserved for teenagers dancing. The average age is approaching 29 years old and the 25-34 age group is exploding. If you're targeting founders, recruiters, or decision-makers, they're there. The barrier isn't the audience, it's the "mental format" of B2B. You don't need to dance: a strong angle, authentic expertise sharing, and understanding your market's frustrations are enough to break through.
To survive TikTokification, adapt your formats less, and adapt your value more. Before hitting "Publish", ask yourself these questions:
Find the complete discussion in Episode 1 of The Feed.
It's the trend of social networks (like Instagram or YouTube) adopting codes popularised by TikTok: short vertical video formats, algorithms based on discovery by interests, and more raw and authentic content.
Although the format is identical (9:16), the algorithms and user expectations differ. TikTok favours authenticity, raw entertainment and watch time, whilst Instagram still values aesthetics, brand desirability and sharing between friends.
Absolutely. With an ageing audience (average age around 29), TikTok has become a major acquisition and employer branding channel for B2B, provided you adopt a simplified expert communication style (infotainment) rather than classic corporate speak.
