Remember when anyone with a half-baked dance challenge could blow up on Tiktok overnight? What used to be an organic goldmine has morphed into just another platform looking to monetise attention, just like Facebook and Instagram before it.

There is no magic algorithm sauce. The second a platform hits critical mass, its parent company will start charging for that reach – look at what happened to Facebook, then Instagram, and soon, Tiktok.

Yes, Tiktok’s organic reach can feel like winning the lottery right now. But let’s be real: just like Facebook and Instagram, it was only a matter of time before the free lunch got snatched from your grubby hands. Then you’ll be right back at square one, scrambling for the next big trend.

If your marketing strategy lives and dies on organic waves alone, you’re always going to be behind. When you chase each social trend, you get stuck on a hamster wheel of........

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