TikTok's Algorithm and Short-Form Content: Reshaping Business Dynamics of the Food World
In the dynamic landscape of social media, TikTok has emerged as a powerhouse for individual creators seeking financial success. The self-selected algorithm on TikTok has revolutionized the way content is discovered, leading to increased revenue, personal wealth opportunities, and lucrative brand deals (Herman 2019). Unlike traditional forms of network television or magazine publishing, however, there is a symbiotic relationship between TikTok's algorithm and individual creators; niche accounts can capitalize on this platform to generate income and market branded products. Rather than a Martha Steward or Ina Garten maintaining all authority in an area like food and cooking, Tiktok expands the field to allow dozens of names that could be pointed to as authorities on recipe development and food content (Krishna 2023). While this modernization democratizes the field, it still maintains the same motivation: money. Through its self-selected algorithm and emphasis on short-form content, Tiktok has not only revolutionized the social media landscape but has also played a pivotal role in reshaping traditional business archetypes (Krishna 2023). This article explores the economic impact of the decline of Martha Stewart types–emblematic of a bygone era–in the face of the rapid ascent of individual creators on TikTok.
Short-form content on TikTok, typically lasting from 15 to 60 seconds, has become a dominant force in the digital realm. This bite-sized approach caters to the modern user's attention span and has facilitated a new breed of content creators who can convey messages, showcase products, and engage audiences more effectively in a concise format. Furthermore, TikTok's algorithm is the linchpin in the success story of individual creators (Kennedy 2023). Unlike traditional platforms (television or magazines), TikTok's algorithm is designed to learn and adapt to user preferences, creating a personalized content feed (Herman 2019). This inherent advantage allows creators to reach a broader audience, increasing visibility and engagement. Therefore, it becomes easier for more people to prosper in the influencer food industry because the digital space in which they can influence others is infinite. Consequentially, the rise of short-form content has also allowed for a rise of individual success for a variety of people on TikTok, resulting in the declining popularity of the ‘original influencers,’ such as Martha Stewars, who promote a singular voice and viewpoint (Kennedy 2023).
Niche accounts have become a cornerstone of TikTok's financial ecosystem. Whether it be “All Things Butter” by Thomas Starker, Emily Mariko’s perfectly organized fridge, Lahbco’s harissa obsession, or Julius Roberts’ literal farm-to-table cooking in the English countryside, Tiktok provides endless choices for consuming content. By tailoring content to a niche, creators not only stand out but also unlock various revenue streams, each appealing to a different, yet still vast, audience (Krishna 2023).
As individual creators flourish on TikTok, the traditional archetype of business moguls like Martha Stewart faces a shifting landscape. The democratization of content creation and consumption challenges the notion of exclusive expertise (Krishna 2023). TikTok's algorithm empowers creators of all backgrounds, dismantling the barriers that once defined success in the business world. Martha Stewart types, emblematic of the traditional business mogul, are facing a decline in relevance as TikTok's algorithm empowers a new wave of individual creators (Kennedy 2023). The era of exclusive expertise and formalized business structures is giving way to a more accessible and relatable form of entrepreneurship (Adgate 2023). The once unattainable heights of business success are being redefined by the authenticity and creativity of individual creators.
From sponsored posts and affiliate marketing to selling exclusive products or services, creators can turn their passion into a profitable venture (Krishna 2023). The algorithm ensures that their content reaches the right audience, maximizing the potential for revenue generation (Kennedy 2023). Justine Doiron, @justine_snacks (2.3 million followers), studied hospitality at Cornell but never saw cooking as her calling until TikTok. Now, she’s putting the final touches on her first cookbook. Keith Lee, @keith_lee125 (13.5 million followers), a Las Vegas resident, might very well be the country’s most famous restaurant critic right now—and he doesn’t work for any news publication. By comparison, NYT Cooking has 312,300 TikTok followers and Bon Appétit Magazine has only 303,500. By allowing for more content to be consumed, more people are supported by food content as an industry and can explore a variety of types via this democratization of content which lacks a final voice of authority that previously prevailed.
The tactics of the past are not completely lost, however. These creators in a landscape of newly acquired viewership use monetization and brand partnership to support themselves as well. TikTok has become a virtual marketplace for branded products, thanks to the creativity of individual creators. Through seamless integration and engaging content, creators effectively market products, fostering a direct connection with their audience (Krishna 2023). This direct-to-consumer approach cuts through traditional marketing channels, creating a win-win scenario for both creators and brands. Individual creators replicate the structures of traditional business archetypes by using their platforms to promote other products, therefore marketing to their audience while they profit off of these partnerships. For example, in the past month, @justine_snacks has partnered with six different food brands including Beyond Meat, Reynolds Brands, and Icelandic Provisions to name a few. Providing personal wealth opportunities and brand deals, she makes money not just off of her content, but the products she markets. The algorithm's efficiency in content discovery means that users can effortlessly stumble upon and support creators they resonate with, without the need for extensive browsing. This frictionless experience has democratized content consumption and creator support. In this way, TikTok viewers support individuals and businesses without a time commitment, contrasting to prior forms of food content which demanded an hour in front of the TV with Ina Garten (Kennedy 2023).
Similarly, recent data indicates a decline in viewership for the Food Network, a network once synonymous with culinary entertainment (Adgate 2023). As audiences migrate to short-form platforms for their daily dose of food content, the traditional television format struggles to keep pace. The Food Network, which primarily offers longer-format shows and documentaries, has faced challenges in adapting to the changing preferences of its audience. To remain relevant in the digital age, the Food Network and other traditional outlets must adapt to the preferences of the modern viewer. This may involve exploring partnerships with short-form content creators, creating exclusive content for social media platforms, or embracing new formats that align with the fast-paced nature of online engagement. Because of this, the Food Network has invested in new forms of content including The Food Network Tik Tok Challenge which reformulates their business model to profit off of famous content creators on the platform while still having their name on the produ (“The Food Network TikTok Challenge” 2023). As The Food Network begins to rely on individual creators and their respective popularity as a mode for economic prosperity, the splintering of a single authoritative force in the food world continues.
Analyzing engagement metrics sheds light on this shifting paradigm. Short-form content creators on platforms like TikTok often experience higher engagement rates, including likes, shares, and comments, compared to traditional television programming (Woo 2023). The interactive nature of short-form content encourages audience participation, fostering a sense of community and connection that is challenging to replicate in longer-form shows. Short-form content thrives on trends and virality, leveraging the power of algorithms to propel content to wider audiences. Food trends spread like wildfire on platforms like TikTok, with creators showcasing new recipes, cooking hacks, and culinary experiments. This rapid dissemination of content contrasts with the more measured and structured programming of the Food Network, contributing to the decline in its viewership (Adgate 2023).
TikTok's self-selected algorithm, coupled with the prevalence of short-form content, is reshaping the business landscape by challenging and ultimately diminishing the relevance of prior business types, especially network television and food magazines. As individual creators thrive in this dynamic environment, the economic impact is evident in the transformation of traditional business models and the rise of a more inclusive and accessible form of entrepreneurship (Kennedy 2023). TikTok's influence on the decline of established business archetypes heralds a new era where authenticity, creativity, and relatability take center stage in the ever-evolving world of commerce.
References
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