How Much Is Your Company Spending On TikTok? A Look At The Future Of Social Media Marketing.

August 1st 2021 | Jhalisa John

Screenshot of Jhalisa John's TikTok video

It's time you get to know the most popular, and fastest-growing social media platform in the world today; TikTok.

With just over 2 billion app downloads globally and a $100 billion valuation, it's no wonder why big brands like Amazon, the NBA, and Lionsgate (the entertainment giant who owns the Starz channel and produces popular movies like John Wick and the Twilight Saga) have all taken notice and are producing organic content for the platform.

But how can you get started, and more importantly, how did we get here? Were there any signs that might have indicated that a platform like this was coming? And if so, what were they?

To answer these questions and to better understand what is presently happening in the social media space, let's take a look at some past events, and how they've contributed to the unexpected dominance of TikTok marketing.

The rise of authenticity, moments, and stories.

  • July 2011 - Snapchat is launched, and the new mobile app encourages users to "share a moment."

When Snapchat first launched in the summer of 2011, Facebook was the most popular social media platform in the world. On the other hand, Instagram was just a few months old, and the app was only available for ios users.

However, most of the social media platforms that existed at this time had already established a reputation for showcasing content that was "picture-perfect."

Users would only share content online after it had been heavily edited with filters.

Evan Spiegel, one of the original founders of Snapchat, released a statement about his new app, saying this:

"Snapchat isn't about capturing the traditional Kodak moment. It's about communicating with the full range of human emotion - not just what appears to be pretty or perfect. We're building a photo app that doesn't conform to unrealistic notions of beauty or perfection but rather creates a space to be funny, honest, or whatever else you might feel at the moment you take and share a snap."

I think it's worth noting how Spiegel set out to distinguish Snapchat from other apps as the place you can come to share your real, raw, imperfect moments. Everything that happened next in the social media space, was directly built upon the foundation of this concept that imperfection is perfect.

  • October 2013 - Snapchat launches Stories, and encourages users to "live in the moment."

Yes, you read that right! Snapchat created Stories. Not Instagram. But hold on, because the plot thickens.

That same year, Facebook had approached Snapchat and offered to buy the company for a mind-blowing $3 billion. However, their offer was rejected. But, Facebook would get their revenge.

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Facebook's revenge (and ruthless quest to kill all the competition).

One year before they had approached Snapchat, Facebook actually approached Instagram and was successfully able to acquire the company for just $1 billion.

At that time, Instagram was growing in popularity, and Facebook was losing a sizeable portion of its market share every year.

And whenever Facebook realizes its users are decreasing, Facebook gets angry and buys the competition.

  • August 2016 - Instagram, now under the management of Facebook, launches Instagram Stories.

After being publicly embarrassed by Snapchat's rejection, Facebook launches its own Stories feature 3 years later, and encourages its users to "share your everyday moments."

What I would like you to note here, is how each company keeps referencing this idea of sharing "moments" as they happen, in real-time.

Photo of Jhalisa John smiling and holding phone in hands.

The rival that nobody saw coming and its band of clones.

  • September 2016 - Douyin, now TikTok, is launched

Positioning itself as the platform where "real people" share "real videos", TikTok takes the Stories format and runs away with it.

Unlike Snapchat, Instagram, and Facebook where users could share other types of content like photos, and text-based updates, TikTok users can only post short-form videos.

TikTok is like Instagram Stories 2.0. It took everything that users love about the Stories feature and developed it into one very addictive and entertaining app.

In 2020, TikTok's market share exploded and every other platform took notice.

  • August 2020 - Instagram launches Reels in over 50 countries, a TikTok-like clone that encourages users to "create and discover short, entertaining videos."
  • March 2021 - YouTube launches its own TikTok clone called YouTube Shorts and encourages its users to "shoot short catchy videos with nothing but your phone."


Whether you use TikTok, Instagram, Snapchat, YouTube Shorts, Reels, or some other app that comes along, the future of social media is without a doubt, short-form video.

It is imperative that you get comfortable with video, and that you learn how to tell great stories.

Companies that are able to share relatable moments, be truly authentic, and create an engaging experience for online users through the strategic use of video, will be the ones that win the most customers and inspire a new generation of raving brand advocates.

In my new book, I reintroduce you to the full-funnel strategy that I've been using on Instagram Stories for years, and I also discuss how you can implement this same strategy on TikTok, YouTube Shorts, and Reels.

It is packed with actionable advice and tons of content ideas and tips to help you get started. With 207 pages, you can plan for and storyboard over 90 pieces of short-form video content to promote your products and services.

Inside, you will also find a list of my favorite tools for creating video content, as well as creative space for goal-setting, vision boarding, and monthly scheduling.

Create Short-Form Video Content and Stories Like A Pro. Grab Your Copy Of The Ultimate Planner for Instagram Stories Content, Campaigns & Reels.

Learn how to create compelling short-form video content to promote your business on TikTok, Instagram Stories, YouTube Shorts, and Reels.