A recent report, put out by TikTok and a marketing group called Warc, looks specifically at the use of AI on TikTok and whether it’s more important for creators to focus on the frequency of their content, or the topics covered.
The findings, which emphasise the need for relevancy above frequency, highlight one major consideration for creators – the fact that AI generated content may not be doing what they need it to do.
Is AI Fit For Purpose?
The report looked at the impact of frequency on TikTok success, as well as the impact of selective and highly relevant content for the audience. It found that those creators who focus on relevant content and topics are far more successful than those who simply post on a frequent basis – with AI simply unable to keep up with the complex and sophisticated nature of content creation.
While AI is a valuable tool when it comes to efficient editing and managing large workflows, the reality is that it simply cannot respond to the community values and reactions of an audience in the same way as a human creator. It’s neither creative, nor emotionally intelligent enough to create scripts that feel authentic and valuable – and needs a great deal of input from a brief in order to shape each piece of content.Â
In short, there is absolutely a place for AI across the social landscape, but when it comes to TikTok growth and continued engagement in particular, it is still not a viable replacement for genuine human creativity.Â
Do you agree?
