Tiktok’s free lunch is done, but the attention buffet is still wide open
It’s official: the world’s gone mad trying to chase the latest social media high. TikTok is swallowing attention spans whole, while every second marketer scrambles to become the next trending reel. So why is it no longer working? Sabri Suby, founder of King Kong, explains.
Remember when anyone with a half-baked dance challenge could blow up on Tiktok overnight? What used to be an organic goldmine has morphed into just another platform looking to monetise attention, just like Facebook and Instagram before it.
There is no magic algorithm sauce. The second a platform hits critical mass, its parent company will start charging for that reach – look at what happened to Facebook, then Instagram, and soon, Tiktok.
Yes, Tiktok’s organic reach can feel like winning the lottery right now. But let’s be real: just like Facebook and Instagram, it was only a matter of time before the free lunch got snatched from your grubby hands. Then you’ll be right back at square one, scrambling for the next big trend.
