The TikTokization of Everything: AI, Fashion, and Community Building

The TikTokization of Everything: AI, Fashion, and Community Building

In the ever-evolving landscape of technology, it's fascinating to observe the forces that power its growth. Over the past decade, mobile and cloud technologies have been the primary drivers of innovation, giving rise to massive consumer internet companies like Uber, Instagram, and Robinhood. However, as we enter the 2020s, there is a growing clamor for what comes next. Will it be virtual reality, augmented reality, autonomous vehicles, or crypto? While all these technologies hold potential, one force stands out as the most compelling and likely to shape the tech landscape in the coming years: artificial intelligence (AI).

What makes AI so intriguing is its transition from the infrastructure layer to the application layer. Today, we see AI emerging in the parts of technology that everyday people interact with, and perhaps no AI application is more visible to more people than TikTok's For You Page. TikTok pioneered the immersive, algorithmic For You Page, curating content specifically for each user. This concept of personalized curation has the potential to revolutionize major categories like dating, real estate, and job searches. Why spend endless hours swiping on dating apps when AI can surface your perfect match? This is a reasonable question to consider as AI continues to advance.

While TikTok has made a significant impact on U.S. media, another company that has caught attention is SHEIN. With its explosive growth, SHEIN has become an internet-native reincarnation of fast fashion giants like Zara and H&M. Leveraging better technology, SHEIN has managed to squeeze three-week design-to-production timelines into just three days. What's particularly impressive about SHEIN is its use of AI-driven recommendations. By analyzing user data and preferences, SHEIN can accurately anticipate the clothes you'll want to buy with just a few words typed or by linking your Instagram account. However, we are still at the early stages of AI-driven recommendations, and there is much more potential to be explored.

As AI applications continue to evolve, it is evident that sophisticated recommendations that anticipate users' wants and desires will play a significant role in consumer experiences. Today's AI applications may seem rudimentary compared to what we'll see in the coming years. From education to books and home decor, each category is ripe for reinvention through AI. Just as mobile technology disrupted the traditional education system, AI has the potential to reshape various industries by understanding and catering to individual needs.

Looking beyond the realm of technology, there are valuable lessons to be learned about community building from TikTok's predecessor, musical.ly. To make a new social networking service successful, it is essential to target young users, particularly teenagers, who are creative and have ample time to engage with the platform. In the case of musical.ly, its early growth strategy revolved around building a community and involving users in the design process through participatory design. By connecting with hundreds of users on WeChat and seeking their feedback, musical.ly created a sense of ownership and engagement within its community.

Furthermore, the importance of utility and value proposition cannot be overstated when it comes to early-stage products. musical.ly understood the need to provide a utility – the ability to add background music to videos – to attract users initially. Once a sufficient user base was established, the focus shifted towards building a thriving community. This progression from utility to community to social is a crucial aspect of creating successful social networking services.

In the context of community building, there is much to learn from economic policies and the concept of decentralization. Just as the United States became a powerhouse by attracting immigrants who sought wealth and opportunity, building a community from scratch requires finding strong drivers at the entry point. However, it is equally important to avoid concentrating power and privileges solely in the hands of early adopters. Decentralization ensures equal opportunities for growth and prosperity within the community.

One of the key aspects that sets TikTok apart is its recommendation algorithm, which allows for a mix of viral and less popular content to be displayed to users. This unique approach creates opportunities for new creators to gain visibility and build an audience. It's reminiscent of how America, once a mere destination for European immigrants, surpassed Europe in wealth and created its own class of billionaires. Similarly, in the world of social media, the initial pursuit of fame is often the driving force for users. However, platforms that provide the most significant income opportunities for influencers tend to be the stickiest and most successful.

When it comes to content creation, the democratizing power of technology cannot be ignored. Lip-syncing, a feature that lowers the barrier to content creation, played a significant role in musical.ly's early popularity. By enabling users to create comedic, dance, and various other types of content, musical.ly attracted a diverse range of creators. This highlights the importance of providing users with specific tools and features that address their needs and desires.

Successful products often follow a specific trajectory, starting from providing a concrete solution to a particular need. Once they reach this stage, they have the potential to become platforms that cater to a wide range of user preferences. However, it's crucial to remember that the most valuable asset for social networking services lies not in the content itself but in the social graph – the network of relationships between users.

In conclusion, the TikTokization of everything signifies the growing influence of AI, the potential for AI-driven recommendations to disrupt major industries, and the importance of community building within social networking services. As AI applications continue to advance, it's essential to focus on developing sophisticated recommendations that anticipate users' wants and desires. To build successful communities, early-stage products must provide utility and value proposition before transitioning to building a thriving network. Lessons from economic policies and decentralization can guide the creation of inclusive and prosperous communities. By understanding these trends and incorporating AI-driven recommendations and community-building strategies, businesses can stay ahead in the ever-evolving landscape of technology and social media.

Actionable Advice:

1. Embrace AI-driven recommendations: Explore how AI can be leveraged to provide personalized recommendations in your industry. Consider how this can improve user experiences and drive engagement.
2. Involve users in the design process: Adopt a participatory design approach to involve your users from the early stages of product development. Seek their feedback and create a sense of ownership within your community.
3. Focus on utility and value proposition: Identify a specific need and develop a product that provides a concrete solution. Once you have a solid user base, transition towards building a thriving community around your product or service.