Hello Sunday besties! I hope you're all out there kicking back, savoring the last bits of the weekend and thriving.

If you're like most socially addicted Americans, you likely attempted to doom scroll on everyone's favorite platform, TikTok, last night and early today and were met with the following dreaded message. Womp womp. Sad day, but is it?

But while most people are mourning the temporary loss of their endless entertainment scroll (and up in arms about other things), I am more concerned about the potential loss of one of my favorite algorithms. We're witnessing the disappearance of perhaps the most sophisticated product discovery engine ever built – one that could match products to perfect customers with almost telepathic precision.

One of our clients GoPure Beauty - is a perfect example of this algorithmic magic in action. Their skincare line went from being a hidden gem to a viral sensation because TikTok's algorithm understood exactly who needed to see their products. The platform didn't just show their content to anyone interested in skincare - it found people specifically looking for clean, effective ingredients at accessible price points. That precise matching turned casual viewers into a loyal community of customers who quite literally couldn't stop talking about their products. That's the power we're losing.

But here's the real tea: while the algorithm was incredible, its potential disappearance is teaching us something crucial. Depending on any single platform – no matter how magical – is risky business. 

So let's talk about how to create your own product discovery magic…

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The Great Algorithm Reset

First, let's break down what makes TikTok's approach so powerful:

The Instant Feedback Loop: TikTok tests content with small, targeted audience segments before deciding whether to push it wider. This meant brands could validate product-market fit without spending thousands on testing. Think of it as having a focus group running 24/7, giving you instant feedback on what resonates.

Community Language Recognition: The algorithm could identify and connect phrases, terms, and even audio cues that indicated someone belonged to a specific consumer community. It was like having a cultural translator who understood every subculture's unique language.

The Discovery-to-Purchase Pipeline: Unlike other platforms where users primarily see content from accounts they follow, TikTok's behavior-based targeting meant products could find their ideal customers regardless of follower count or existing brand awareness.

So how do we move forward in a potential post-TikTok world? While no single platform can fully replace what we're losing, this moment presents an opportunity to build something more sustainable, a discovery system that combines the best of each platform with channels we actually control.

Think of it like building a house - TikTok was a perfect pre-built home, but now we get to be the architects of our own space.

Let's start by looking at how to maximize some of the existing platforms that I myself am even using. Each one offers unique strengths that, when combined thoughtfully, can help recreate different aspects of what made TikTok so powerful for brands:

YouTube offers something uniquely powerful - and I've got the data to prove it. Over the last few months, I've been deep in the trenches testing a specific strategy which has been repurposing my best-performing content from TT, IG, After Hours Lives and Above The Fold Podcast into YouTube Shorts. Everything I do, I throw onto YouTube (though the community there can be very mean). The analytics graph below tells the story - those dramatic spikes you see from November 2024 through January 2025 aren't random. They represent moments when our repurposed Shorts hit exactly right with my audience. Small numbers to some, but monumental for little ol content creator like me and the OLC gang.

What's particularly fascinating is how this approach combines the quick-hit nature we loved about TikTok with YouTube's longer-term discovery potential. While a TikTok video might go viral and disappear, these Shorts continue driving traffic weeks and months later because they're connected to YouTube's powerful search ecosystem. When we repurpose content strategically - taking our best-performing concepts and adapting them specifically for the Shorts format - we're essentially giving our content multiple lives across different discovery systems.

The peaks you see in the graph, especially those big spikes in November and December, show how Shorts can drive significant periodic engagement while maintaining a consistent baseline of discovery. It's a different pattern than TikTok's viral moments, but one that potentially offers more sustainable, long-term value for brands.

On Instagram, think about discovery differently. Instead of relying on pure algorithm magic, use Stories as your testing ground. Post different versions of your product messaging in Stories first, analyze which ones drive the most replies and saves, then adapt those winning messages into Reels. The key is using Instagram's close-friends feature strategically – create a VIP group of engaged customers and test content with them before going broad. Reels might not have TikTok's discovery power, but they can still drive significant reach when you know exactly what messaging resonates.

Pinterest is your secret weapon for product discovery, and I'll be honest - I've had a complete change of heart about this platform. While I was never originally a "Pinterest girlie," planning my wedding changed everything. After watching my Pinterest boards literally come to life at my ceremony, I started seeing the platform differently. Now I find myself naturally turning to Pinterest for all kinds of discovery, from home decor to fashion to beauty products.

What's fascinating is how the experience feels refreshingly authentic and almost back-to-basics. The user journey is beautifully simple: search, discover, save, and buy. Its visual search capabilities are particularly powerful – when someone finds a product they love, Pinterest shows them visually similar items. As a marketer, watching how consumers naturally research and discover on this platform has been eye-opening. Pinterest's own data shows significant intent-to-purchase among its users, and I've experienced this firsthand as both a user and content creator.

For brands, this means creating multiple pins for each product, each highlighting different features or use cases. The platform's "idea pins" feature lets you showcase products in action, much like TikTok did, but with a longer shelf life. The key difference? Pinterest traffic often signals stronger buying intent - these aren't casual scrollers, they're active researchers looking to make decisions.

And when it comes to advertising, Pinterest offers something uniquely powerful. Looking at my feed above, you can see how my friends at Salud have mastered this - their mandarin flavor promotion fits seamlessly into the discovery experience. It doesn't feel intrusive because it matches the natural way people use the platform. Their bright, citrus-focused creative stands out while still feeling native to the Pinterest environment. This is exactly how smart brands are approaching Pinterest advertising - by aligning their ads with the platform's natural discovery behavior rather than interrupting it.

What's particularly interesting about Pinterest advertising is how it leverages user behavior data differently than other platforms. Instead of serving ads based on quick engagement metrics like TikTok did, Pinterest focuses on showing ads to users who are actively researching related categories. So when someone is pinning summer drink recipes or healthy lifestyle content, they might see Salud's refreshing mandarin drink - it's contextual advertising that feels helpful rather than intrusive.

Each platform we've discussed offers its own unique strengths: YouTube's long-term discovery potential, Instagram's testing capabilities, and Pinterest's intent-driven matching. But here's what's becoming clear, the most resilient brands won't be the ones who master any single platform - they'll be the ones who build their own discovery engines by combining the best elements of each platform with channels they truly own.

So how do we build something that lasts? While we can't recreate TikTok's exact algorithm, we can create something potentially more valuable, a discovery system that we control. Here’s the playbook I am using going into this new era as it relates to “owned channels”:

Own Your Customer Relationships: This is your foundation. Build a high-value SMS list that goes beyond discount codes. Create an email strategy that mimics TikTok's discovery magic by segmenting and personalizing content based on behavior. Use this direct line to understand what your customers really want – just like TikTok's algorithm did.

Create Your Own Testing System: Before pushing content to any social platform, test different messages with your email segments. Track which product features resonate with different customer groups. Build feedback loops that don't depend on any external algorithm. Think of it as creating your own mini-TikTok algorithm, but one you actually control.

Build Real Communities: Foster spaces where your customers can connect directly with your brand and each other. This could be private Discord servers, exclusive Facebook groups, or even regular Zoom meetups. The goal is to create environments where you can gather authentic feedback and insights, just like TikTok's algorithm did automatically.

Here's the truth, bestie, potentially losing TikTok's algorithm feels like a setback as it relates to social marketing, but it's pushing us to build something better – direct relationships with our customers that no platform change can disrupt. The future of product discovery won't be owned by any single platform. It will be built by brands who understand how to create their own matching mechanisms, test effectively across channels, and maintain direct relationships with their communities.

So bestie, while everyone else is mourning the loss of their favorite scrolling app, take this as your sign to start building something that will last longer than any platform. Your future self will thank you. ✨

Remember, the best time to start building your own discovery engine was before the TikTok ban. The second best time is right now. Let's get to work. 💅

And that’s that on my take of the TikTok debacle. I hope you found this helpful. And as always, if you need help with your marketing strategy, brand strategy or even a little CX, call your girl gang at OLC. <3

See ya next week! I hope you absolutely CRUSH this week.

-Jess
Founder of Open Late Collective

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