Adapt Your Social Media Strategy or Risk Suppression
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Chapter 1: The New Social Media Landscape
If you leverage social media for promotional purposes, it’s crucial to adjust your strategies following significant modifications made by one of the largest platforms. A recent report indicates that TikTok, which has recently surpassed Google in online traffic, is now downplaying the visibility of a specific phrase.
All major platforms, including Instagram, Facebook, YouTube, and Twitter, often mirror each other’s practices. Therefore, it’s likely that these changes will extend to other networks, whether they have already or not.
This development hasn’t received widespread attention; in fact, this might be one of the few public discussions about it. I learned of this change through a "link-in-bio" service called "Stan Stores," which I was testing out.
The founder, John Hoovy, disclosed in an email that TikTok has begun suppressing any video that includes the term "link-in-bio" in captions, comments, or audio. He reached out to TikTok to understand the reasoning behind this decision. According to him, the platform is prioritizing user safety while attempting to curb spam bots and negative users.
Section 1.1: The Double-Edged Sword of Algorithm Changes
While reducing spam is beneficial, having your posts limited simply for trying to provide additional information is not. John pointed out that this shift adversely impacts all creators who aim to run legitimate businesses.
Nevertheless, John has proposed an alternative approach to circumvent the ban on "link-in-bio," which has reportedly resulted in improved sales conversions. This change isn’t unexpected, given that the term "link-in-bio" had become overused and potentially off-putting.
Subsection 1.1.1: Creative Alternatives to "Link-in-Bio"
Instead of the typical "link-in-bio," John suggests using phrases like "Visit my Stan Store" to prompt action. If you’re not using a Stan Store, alternatives like "Check out my store on my profile" or "More information is available on my profile page" are effective as well.
For a more playful approach, you might say, "Need more info? You know where to find it."
Section 1.2: The Evolution of Link Strategies
It’s fascinating to note that the "link-in-bio" practice arose because platforms restricted direct links to products or services. Consequently, creators directed audiences to their bios filled with links. However, algorithms may now be shifting their focus to these very bios.
Ultimately, while TikTok claims it’s suppressing "link-in-bio" to reduce spam, the underlying motive is likely to enhance user retention on their platform. Links typically redirect users away from the site, which is counterproductive for social media networks.
Consider how tweets perform when they contain links to other platforms versus when they do not—it's evident that platforms prioritize keeping users engaged on their site.
Chapter 2: The Bigger Picture
As we've reached a stage where audiences know how to locate additional information about a creator, it may be beneficial to stop urging followers to visit our profiles altogether. People often resist direct commands, but when they feel they’ve discovered something on their own, they are more likely to follow through willingly.
In summary, focus on producing high-quality content rather than fixating on outcomes. Positive results will emerge organically, often when you least expect them.
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