{"version":"1.0.0","segments":[{"startTime":7.52,"endTime":10.98,"body":"Alright. Coming to you live from my home"},{"startTime":11.04,"endTime":14.74,"body":"office slash studio. And you know what? There's another win warning."},{"startTime":14.825,"endTime":17.065,"body":"Last time I said there was a wind warning. I don't wanna jinx anything, so"},{"startTime":17.065,"endTime":20.825,"body":"I'm gonna knock on my desk made of wood. Yeah. Hopefully, this wind"},{"startTime":20.825,"endTime":24.345,"body":"is not affecting the power. I did not get a notice that the"},{"startTime":24.345,"endTime":28.04,"body":"power will be out here in Los Angeles, but hoping that this"},{"startTime":28.04,"endTime":31.88,"body":"wind is not like the last time. So today, I wanna talk about making"},{"startTime":31.88,"endTime":35.26,"body":"peace with platforms. This past weekend, TikTok"},{"startTime":35.32,"endTime":39.1,"body":"went dark here in the US of a. And"},{"startTime":39.32,"endTime":42.864,"body":"I was actually pretty surprised at the reactions. A lot from my dad actually, who's"},{"startTime":42.864,"endTime":46.625,"body":"a big TikTok consumer. He was like, Dylan, what do you think?"},{"startTime":46.625,"endTime":50.305,"body":"What's gonna happen? You know, he's gonna stress it out"},{"startTime":50.305,"endTime":54.145,"body":"because he likes his TikTok. And I saw a lot of posts from people"},{"startTime":54.145,"endTime":57.99,"body":"saying that they were, you know, bumped that TikTok was gone. People"},{"startTime":57.99,"endTime":61.67,"body":"were saying things I was, like, pretty shocked at, honestly. They were just, like,"},{"startTime":61.67,"endTime":65.349,"body":"having meltdowns from what I read. And they were looking for workarounds using"},{"startTime":65.349,"endTime":69.11,"body":"VPNs and nothing was really working. And then in the early hours of"},{"startTime":69.11,"endTime":72.924,"body":"Sunday, TikTok comes back. But if you had deleted the app, it's really hard to"},{"startTime":72.924,"endTime":76.604,"body":"get it back. So it seems like it's kind of a rollback of"},{"startTime":76.604,"endTime":80.365,"body":"what happened from what I've read that they might have switched servers, which"},{"startTime":80.365,"endTime":83.744,"body":"is, like, causing a delay in getting the service back up and running."},{"startTime":83.965,"endTime":87.729,"body":"Also, you can't download the app as of when I'm recording this right"},{"startTime":87.729,"endTime":91.25,"body":"now from the App Store, the Apple App Store, or the Google Play"},{"startTime":91.25,"endTime":95.009,"body":"Store. So if you had it already on your phone, then you can use it"},{"startTime":95.009,"endTime":98.289,"body":"again. But if you deleted it, then you can't get it again. And I'm in"},{"startTime":98.289,"endTime":101.945,"body":"both camps because I have 2 phones. One phone, I didn't delete TikTok"},{"startTime":101.945,"endTime":105.625,"body":"on, and I can access it. I can access CapCut, all that good stuff. On"},{"startTime":105.625,"endTime":108.345,"body":"my other phone, I deleted the app because I was like, you know what? I'll"},{"startTime":108.345,"endTime":111.945,"body":"just download it again. Well, I deleted the app, and I can't download it again."},{"startTime":111.945,"endTime":115.62,"body":"So I have it on one phone, not on the other. And, yeah, what did"},{"startTime":115.62,"endTime":119.06,"body":"we learn from it being out? Well, if you aren't a"},{"startTime":119.06,"endTime":122.82,"body":"TikTok user or creator, then you weren't affected by it at all. In"},{"startTime":122.82,"endTime":126.36,"body":"fact, strange enough, most people I speak with aren't TikTok"},{"startTime":126.58,"endTime":130.1,"body":"consumers or creators. And TikTok for me is like"},{"startTime":130.1,"endTime":133.674,"body":"a kind of an afterthought. Now with my company content"},{"startTime":133.674,"endTime":137.355,"body":"clips, I track where all my business comes from and any"},{"startTime":137.355,"endTime":141.114,"body":"of my clients. Like, I have a label in my, spreadsheet"},{"startTime":141.114,"endTime":144.394,"body":"of clients and I know where they came from. So a lot of them came"},{"startTime":144.394,"endTime":147.5,"body":"from TikTok. Also, a lot of them have come from,"},{"startTime":148.28,"endTime":151.72,"body":"referrals who started on TikTok. So TikTok has"},{"startTime":151.72,"endTime":155.26,"body":"been good to content clips and lead generation."},{"startTime":155.48,"endTime":159.16,"body":"And I just kinda wanted to go through in this episode and share my"},{"startTime":159.16,"endTime":162.685,"body":"mindset around TikTok, but more so zooming"},{"startTime":162.685,"endTime":166.445,"body":"out as platforms as a whole because I think I have a"},{"startTime":166.445,"endTime":169.985,"body":"pretty healthy relationship with the social media"},{"startTime":170.285,"endTime":173.7,"body":"channels. And I just wanna offer my look at it."},{"startTime":173.94,"endTime":177.62,"body":"So is TikTok coming back? Is it gone for good? Who knows? I'm not gonna"},{"startTime":177.62,"endTime":181.459,"body":"say who cares because a lot of people rely on TikTok. But you have"},{"startTime":181.459,"endTime":185.06,"body":"to treat these platforms like they could leave at any time. Right? The"},{"startTime":185.06,"endTime":188.875,"body":"algorithm's always changing. You don't have a permanent"},{"startTime":188.935,"endTime":192.235,"body":"algorithm on any of these platforms. You know? You post something"},{"startTime":192.295,"endTime":196.135,"body":"and you hope that it gets traction and that it"},{"startTime":196.135,"endTime":199.54,"body":"lands in front of your audience, all that stuff, but you have very little"},{"startTime":199.54,"endTime":203.38,"body":"control. And the reasons for that, the platforms, this"},{"startTime":203.38,"endTime":206.9,"body":"is the biggest misconception. The platforms, their goal is to"},{"startTime":206.9,"endTime":210.68,"body":"generate revenue. Right? They are a company, like TikTok is a company."},{"startTime":210.875,"endTime":214.715,"body":"It wants to make money. It makes 1,000,000,000 of dollars every year. For"},{"startTime":214.715,"endTime":218.175,"body":"creators, their platform is what? Getting views on videos,"},{"startTime":218.235,"endTime":221.995,"body":"growing their audience, connecting with people, things like that. That's not"},{"startTime":221.995,"endTime":225.12,"body":"the same goal as the platform. The platform"},{"startTime":225.66,"endTime":229.5,"body":"uses the attention it gets from creators posting to generate the"},{"startTime":229.5,"endTime":232.94,"body":"revenue, but the goal is revenue"},{"startTime":232.94,"endTime":236.7,"body":"generation. Right? Like, that's, like, the number one goal. The creator doesn't"},{"startTime":236.7,"endTime":240.465,"body":"necessarily care how much revenue a platform creates, right?"},{"startTime":240.465,"endTime":244.224,"body":"Like, if TikTok made $30,000,000,000 this year, does it"},{"startTime":244.224,"endTime":247.825,"body":"matter that much to you than if they made $10,000,000,000 Not really,"},{"startTime":247.825,"endTime":251.56,"body":"right? But if you as a creator, got 30,000,000"},{"startTime":251.94,"endTime":255.78,"body":"views this year versus, like, 30,000, that would make a"},{"startTime":255.78,"endTime":259.62,"body":"difference to you because your audience would grow. You'd have more opportunities, things"},{"startTime":259.62,"endTime":263.215,"body":"like that for the most part. And so just realizing, like, you don't"},{"startTime":263.215,"endTime":266.815,"body":"have the same goals as the platforms. They wanna sell advertisement. In"},{"startTime":266.815,"endTime":270.575,"body":"TikTok's case, they've really stepped into ecommerce. So they wanna do more"},{"startTime":270.575,"endTime":274.015,"body":"ecommerce sales. But advertisement is like one of the main drivers."},{"startTime":274.015,"endTime":277.59,"body":"Right? Meta for Instagram and Facebook is mainly selling"},{"startTime":277.59,"endTime":281.03,"body":"ads. Like ads are a huge part of their company. So they wanna make"},{"startTime":281.03,"endTime":284.55,"body":"advertisers spend money on the platform and they do that"},{"startTime":284.55,"endTime":288.15,"body":"by keeping people on the app. Right? So I'm kind of in the"},{"startTime":288.15,"endTime":291.51,"body":"weeds here, but it's important to recognize that"},{"startTime":291.51,"endTime":295.215,"body":"TikTok as a company has a different goal than TikTok"},{"startTime":295.215,"endTime":298.975,"body":"creators. And TikTok creators are putting a lot of their eggs in"},{"startTime":298.975,"endTime":302.335,"body":"one basket by saying, like, this is the most valuable platform. This is where I'm"},{"startTime":302.335,"endTime":306.014,"body":"gonna be. And even though it's scary to put all my eggs on this"},{"startTime":306.014,"endTime":309.77,"body":"platform, the platform has been so good to me that I can't really"},{"startTime":309.91,"endTime":313.669,"body":"focus anywhere else. And I'm kind of in this tough situation because if TikTok"},{"startTime":313.669,"endTime":317.11,"body":"goes away, my business takes a huge hit. And I've already built this thing that"},{"startTime":317.11,"endTime":320.71,"body":"like I just need TikTok to keep going. And putting yourself in that"},{"startTime":320.71,"endTime":324.335,"body":"position is just dangerous and irresponsible. And it's not just TikTok."},{"startTime":324.555,"endTime":328.075,"body":"It's all the platforms. Because like I'm saying here, the"},{"startTime":328.075,"endTime":331.835,"body":"algorithms on the platforms will change. Expect the change. Don't"},{"startTime":331.835,"endTime":335.215,"body":"be caught off guard when Instagram goes down, or TikTok"},{"startTime":335.479,"endTime":338.84,"body":"goes off the app store again, or we find out, oh, it's gonna be 3"},{"startTime":338.84,"endTime":342.44,"body":"weeks before people can download TikTok again, which means there'll be less"},{"startTime":342.44,"endTime":346.28,"body":"people on the app because still people are having trouble accessing it,"},{"startTime":346.28,"endTime":349.725,"body":"which might affect your business. Or advertisers are scared"},{"startTime":349.725,"endTime":353.565,"body":"to invest in ads on that platform, which could ultimately affect"},{"startTime":353.565,"endTime":357.085,"body":"TikTok's revenue goals and could ultimately, like, hurt the platform long"},{"startTime":357.085,"endTime":360.79,"body":"term. And also side note, I've been reading people that have access"},{"startTime":360.79,"endTime":364.389,"body":"to TikTok. They're saying that the algorithm is different. They're not seeing the content that"},{"startTime":364.389,"endTime":368.15,"body":"they used to see. So there's already kind of a culture shift"},{"startTime":368.15,"endTime":371.83,"body":"with the new president coming in, restoring the app, and"},{"startTime":371.83,"endTime":375.585,"body":"people having trouble accessing it, and it not being what it just was."},{"startTime":375.664,"endTime":379.345,"body":"Now that might bounce back quicker, but why bet on this stuff happening?"},{"startTime":379.345,"endTime":382.625,"body":"Right? You have to be flexible. You have to be agile on how you approach"},{"startTime":382.625,"endTime":386.305,"body":"this stuff. If we look at the, like, downside of diversifying yourself"},{"startTime":386.305,"endTime":389.95,"body":"across different platforms, it really becomes an energy"},{"startTime":389.95,"endTime":393.07,"body":"expenditure issue. Right? You're like, well, I I don't know. I mean, I barely have"},{"startTime":393.07,"endTime":396.75,"body":"enough time to post on Instagram. But as I've said multiple"},{"startTime":396.75,"endTime":400.03,"body":"times, sometimes I feel like a broken record. Why wouldn't you just post the same"},{"startTime":400.03,"endTime":403.715,"body":"things you post on Instagram, on TikTok, on YouTube? I do it and I"},{"startTime":403.715,"endTime":407.474,"body":"see no issue with it. And I have people that come in to work"},{"startTime":407.474,"endTime":411.235,"body":"with me at content clips through consulting and they're like, oh, I found out about"},{"startTime":411.235,"endTime":414.81,"body":"you on YouTube. Cool. Like, I don't spend a bunch of time trying to"},{"startTime":415.05,"endTime":418.81,"body":"hyper optimize YouTube. I just often post the same thing that I posted on"},{"startTime":418.81,"endTime":422.49,"body":"TikTok. I don't necessarily care where people will consume my"},{"startTime":422.49,"endTime":426.09,"body":"short form videos. All I care is that they're resonating with"},{"startTime":426.09,"endTime":429.865,"body":"people and that the people who I made them for are"},{"startTime":429.865,"endTime":433.324,"body":"enjoying them. So whether that's on YouTube, TikTok, Instagram,"},{"startTime":433.465,"endTime":437.245,"body":"Pinterest, Facebook, I don't really care. And if we look at the upsides"},{"startTime":437.384,"endTime":441.05,"body":"of diversifying yourself across the platforms, you're just safer."},{"startTime":441.11,"endTime":444.95,"body":"You can stay flexible. If one platform algorithm switches up on"},{"startTime":444.95,"endTime":448.63,"body":"you, add some new updates that maybe they don't align"},{"startTime":448.63,"endTime":452.15,"body":"with what you're doing. Typically people's numbers will go"},{"startTime":452.15,"endTime":455.705,"body":"up. Even if it seems like your numbers might go"},{"startTime":455.705,"endTime":459.544,"body":"down on one platform, usually just like overthinking things"},{"startTime":459.544,"endTime":463.225,"body":"and doubting yourself. So overall there's way more upside to"},{"startTime":463.225,"endTime":466.925,"body":"diversify yourself across platforms. Now we're talking about social platforms."},{"startTime":467.21,"endTime":470.81,"body":"When we look at things like a podcast or email, you have far more"},{"startTime":470.81,"endTime":474.57,"body":"control over, and those things aren't gonna be swayed by big"},{"startTime":474.57,"endTime":478.33,"body":"sweeping changes. Now, you know, email could because you have"},{"startTime":478.33,"endTime":481.944,"body":"things like Gmail introducing these inboxes that separate"},{"startTime":481.944,"endTime":485.485,"body":"emails and things like that. Like, there are nuances within those platforms."},{"startTime":485.785,"endTime":489.324,"body":"But generally, historically speaking, email"},{"startTime":489.625,"endTime":493.224,"body":"and podcast do not see as much volatility as"},{"startTime":493.224,"endTime":496.58,"body":"social platforms do. So if you're looking for like a foolproof way"},{"startTime":496.639,"endTime":500.34,"body":"to attack content in a way that is safer,"},{"startTime":500.56,"endTime":504.32,"body":"less prone to disruption, and has a much higher upside"},{"startTime":504.32,"endTime":507.935,"body":"for you to hit your goals, it looks like creating a podcast,"},{"startTime":508.395,"endTime":511.914,"body":"utilizing email, and publishing across the main social"},{"startTime":511.914,"endTime":515.695,"body":"channels, your Facebook, Instagram, Pinterest, YouTube, LinkedIn,"},{"startTime":515.834,"endTime":518.97,"body":"and TikTok. Do you need to excel at every single platform?"},{"startTime":519.289,"endTime":522.669,"body":"Absolutely not. Do you need to engage with people on every single platform?"},{"startTime":522.73,"endTime":526.41,"body":"Absolutely not. Do you need to pick, like, 1 or 2 platforms that you"},{"startTime":526.41,"endTime":529.85,"body":"would like to learn the nuances on so that you know that your"},{"startTime":529.85,"endTime":533.29,"body":"content's kind of vibing, gelling with, like, the culture that's within that"},{"startTime":533.29,"endTime":537.084,"body":"platform? Absolutely. That's part of making sure your message lands for"},{"startTime":537.084,"endTime":540.764,"body":"the people that it's intended for. But obsessing over details and"},{"startTime":540.764,"endTime":544.285,"body":"being like, well, I only reached a 1000 people on Pinterest last month. It's gonna"},{"startTime":544.285,"endTime":547.74,"body":"do you no good if you don't post on there and you"},{"startTime":547.74,"endTime":551.58,"body":"reach 0 people. And all it would have taken was out of the whole"},{"startTime":551.58,"endTime":555.42,"body":"month, maybe a couple minutes, like 2 minutes to use a tool like"},{"startTime":555.42,"endTime":559.18,"body":"Metricool or something to also include the video or photo that you're"},{"startTime":559.18,"endTime":562.715,"body":"gonna upload to Instagram to also post it on Pinterest."},{"startTime":562.855,"endTime":566.555,"body":"So that's my little spiel for you, and you can use this"},{"startTime":566.695,"endTime":569.915,"body":"TikTok ban as a warning sign"},{"startTime":570.295,"endTime":574.135,"body":"even if you are someone who doesn't feel like you were impacted by the TikTok"},{"startTime":574.135,"endTime":577.51,"body":"ban. But just as a reminder that these things will"},{"startTime":577.51,"endTime":581.35,"body":"change. And it's your responsibility as a creator to have a solid"},{"startTime":581.35,"endTime":585.03,"body":"foundation. And when these platforms change something, it shouldn't"},{"startTime":585.03,"endTime":588.79,"body":"throw your business into disarray. You can still be powerful and you"},{"startTime":588.79,"endTime":592.345,"body":"can still have control. And it starts by owning what you"},{"startTime":592.345,"endTime":595.865,"body":"can own and making peace with the fact that these platforms, they're gonna"},{"startTime":595.865,"endTime":599.705,"body":"change, but your message and your approach doesn't have to. That's all I got for"},{"startTime":599.705,"endTime":600.999,"body":"today. I'll see you in the next one."}]}