TikTok has fundamentally changed the way content is created, shared, and consumed. Its algorithm prioritizes relevance and engagement over connections, giving every piece of content a fair shot at reaching an audience. This approach resonates deeply, particularly with younger generations who value authenticity and dynamic storytelling. Whether TikTok itself remains the dominant platform or another channel adopts its content-first model, this freer, interest-driven approach represents the future of digital media.
In contrast, LinkedIn thrives on professional connections and thought leadership, catering to an audience seeking career growth, industry insights, and meaningful networking. While both platforms are powerful tools, they require different strategies to generate meaningful impact. It’s not about going viral—it’s about creating content that resonates and aligns with your goals.
Here’s a breakdown of what works on TikTok and LinkedIn, illustrated by some of my most successful posts, and why getting results on either platform comes down to strategy, not just reach.
The LinkedIn Hat: Thought Leader and Trusted Advisor
LinkedIn is a space where audiences seek professional growth, industry insights, and meaningful discussions. To succeed here, you need to wear the hat of a thought leader—someone who inspires trust and provides value.
1. Nike’s Agility in Advertising
- Why It Worked:
- Relevance: The post spoke to marketing professionals’ need for agility and real-time insights.
- Timeliness: Highlighting a recent ad campaign tied the message to a current event, making it engaging and fresh.
- Actionable Takeaway: It wasn’t just a story—it provided a lesson about the importance of acting fast on insights.
- Impact: 56,532 impressions and 88 reactions.
2. Embracing Neurodiversity with Empathy
- Why It Worked:
- Vulnerability: Sharing my personal connection to neurodiversity built authenticity and trust.
- Broader Message: The focus on inclusion extended beyond my story, encouraging others to embrace diverse ways of thinking.
- Empathy: It touched on a deeply human theme, making it relatable to a wide audience.
- Impact: 3,086 impressions and 60 reactions.
3. Teaching Digital Marketing
- Why It Worked:
- Thought Leadership: By sharing my approach to teaching, I demonstrated expertise and a commitment to solving industry challenges.
- Collaboration: Inviting others to contribute ideas created engagement and positioned the post as a conversation starter.
- Professional Mission: It aligned with LinkedIn’s audience’s desire for deeper, purpose-driven discussions.
- Impact: 8,437 impressions and 135 reactions.
The TikTok Hat: Storyteller and Entertainer
On TikTok, success comes from being a storyteller—someone who captures attention with creativity and relatability. The audience expects quick, engaging content that’s visually striking and emotionally resonant.
1. The McDonald’s Apple Slices Reality Check
- Why It Worked:
- Instant Hook: The visual contrast between expectation and reality captured attention in seconds.
- Humor: A playful tone made it relatable and shareable.
- Broad Appeal: Everyone has an opinion about McDonald’s, making the post universally engaging.
- Impact: 7.3M+ views.
2. Aldi Commentary
- Why It Worked:
- Relatability: The “quarter-back” strategy tapped into everyday grocery shopping experiences.
- Simplicity: The post broke down a straightforward concept everyone could understand.
- Cultural Relevance: It sparked conversations about store policies in the U.S. and abroad
- Engagement: Provoked debates on convenience versus efficiency, leading to 206K+ views and 188 comments.
3. Mobile Tire and Rim Repair Spotlight
- Why It Worked:
- Authenticity: Highlighting a real entrepreneur made the content feel genuine.
- Innovation: The unique service captured viewers’ curiosity.
- Human Connection: Elevating Frank’s story created an emotional connection with the audience.
- Impact: 706K+ views.
It’s About More Than Going Viral
While viral posts are exciting, business results come from consistency, strategy, and aligning your content with your goals. Here’s how to bridge the gap between reach and results:
- Start with Strategy:
- TikTok works for building awareness and fostering creativity.
- LinkedIn excels at establishing authority and generating professional opportunities.
- Focus on Audience Impact:
- On TikTok, create content that entertains and engages emotionally.
- On LinkedIn, deliver value through insights, storytelling, and collaboration.
- Create Long-Term Value:
- Viral posts can bring a surge in visibility, but sustained impact comes from nurturing relationships and consistently delivering content that aligns with your audience’s needs.
What You Get When You Work With Me
When we work together, I’ll help you wear the right hat for each platform and craft a strategy that focuses on your unique goals:
- Audience Insights: I’ll identify what resonates with your audience on LinkedIn, TikTok, and beyond.
- Tailored Strategies: Whether it’s professional thought leadership or creative storytelling, your content will align with your objectives.
- Impact Over Virality: Every post will work toward your larger business goals—not just temporary attention.
- Platform Agility: I’ll help you adapt to shifting trends and platforms, ensuring long-term success.
Ready to Build Authentic Connections?
Whether it’s TikTok, LinkedIn, or both, success starts with understanding your audience and delivering content that meets them where they are. Let’s talk about building a strategy that drives real impact.
