EP. 033 | My largest audience is on TikTok, and I gave up on the platform in 2024
Podcast Summary
In this raw and honest episode, I pull back the curtain on why I made the difficult decision to step back from TikTok after building a following of nearly 200,000. As someone who once considered TikTok their favorite platform, this wasn't an easy choice – but it was necessary. I dive into the platform's shift toward TikTok Shop, the reality of stagnant growth, and the challenges of being a business educator in a lifestyle-focused space.
Episode Highlights
The episode breaks down into three main areas that led to this decision:
TikTok Shop's Dominance - The platform's heavy push toward shopping features has transformed it into a modern-day QVC. While this works for some creators, it doesn't align with my brand values or my commitment to authentic, value-first content. I share my concerns about the pressure to promote products and how this shift impacts organic content reach.
Growth Challenges and Mental Impact - Despite starting 2024 with 177,000 followers and ending around 194,000, the growth story isn't what it seems. I reveal how this apparent growth came from just a few viral videos and discuss the psychological toll of constantly chasing numbers. I also share insights into how the platform's changing algorithms affect content performance.
The Niche Reality Check - As a business educator and content strategist, I've noticed a significant shift in what succeeds on TikTok. The platform now heavily favors lifestyle content and frequent, casual posting – a style that doesn't align with my more structured, educational approach. I discuss the challenges of maintaining authenticity while trying to fit into the platform's evolving preferences.
Looking forward to 2025, I share my new approach to TikTok and how I've found peace with using the platform differently. This episode offers valuable insights for content creators feeling overwhelmed by platform demands and those questioning their social media strategy.
Why I Stepped Back from TikTok Despite Having 200K Followers
TikTok was once my favorite platform for content creation. With nearly 200,000 followers, you might think I'd be doubling down on my TikTok strategy. Instead, I made the conscious choice to step back in 2024. Here's my honest take on why TikTok isn't the golden opportunity it used to be, and what this means for content creators.
The TikTok Shop Takeover
The platform has transformed into something that feels more like a modern-day QVC than a content creation space. While I support creators who've found success with TikTok Shop, I've watched the platform shift dramatically toward pushing product sales above all else.
This creates a dilemma for creators like me who focus on education and value-first content. I don't want to push products I don't believe in just to stay relevant on the platform. The verification process, constant promotional requirements, and emphasis on selling don't align with my brand values or my vision for serving my audience.
More importantly, this shift has impacted how organic content performs. TikTok openly admits they boost content that uses their newest features. When they pushed three-minute landscape videos, I experimented with the format and saw massive view counts. But these boosts are temporary, and chasing them isn't sustainable.
When Growth Becomes a Mind Game
Let's talk numbers. I started 2024 with 177,000 followers and ended around 194,000. On paper, that's growth. But here's the reality check – most of that growth came from a handful of viral videos early in the year when I was "playing nice" with TikTok's preferred content formats.
Over the last six to eight months, my follower count has plateaued around 194,000. This stagnation made me question the time I was investing in the platform versus the returns I was seeing. As someone who values analytics, I had to be honest with myself – the numbers weren't adding up.
The mental toll of constantly checking metrics and comparing performance became overwhelming. I found myself trapped in an unhealthy cycle of content creation, trying to chase trends that didn't feel authentic to my brand.
The Niche Reality Check
Here's something that became crystal clear: my niche as an educator doesn't align with TikTok's current culture. The platform rewards creators who share every aspect of their daily lives, mixing in bits of advice with lifestyle content. That's not my style.
I specialize in teaching sustainable content strategies to online business owners in the creative space. It's a specific niche that doesn't resonate with the average TikTok user scrolling for entertainment. While my content finds its audience on platforms like Instagram, TikTok's current landscape favors a different type of creator.
The platform now expects multiple daily posts, frequent stories, and constant community engagement. While I believe in consistent posting, I prefer quality over quantity. My content requires more planning and strategy than the quick, casual style that's currently trending on TikTok.
Moving Forward with Intention
This doesn't mean I'm abandoning TikTok entirely. Instead, I'm approaching it differently. I've shifted to a repurposing strategy that allows me to maintain a presence without letting the platform consume my creative energy.
My views might be lower, and growth slower, but I'm at peace with that. The people who need my content still find it, and I can focus my energy on platforms and strategies that better serve my audience and business goals.
My 2025 TikTok Content Strategy
As we move into 2025, TikTok faces interesting challenges, especially in the U.S. market. From potential bans to platform migrations, the future remains uncertain. But one thing is clear – creating content with intention and staying true to your brand values matters more than chasing platform-specific success.
For content creators feeling overwhelmed by TikTok's demands, remember this: it's okay to step back and reassess. Your worth as a creator isn't tied to your follower count or viral success. Sometimes, the bravest strategy is choosing to play by your own rules.