🎧 Open Tabs: Gen Z misses the old TikTok

Happy Friday 👋Here’s everything we covered in this week’s Open Tabs conversation:* Gen Z is already nostalgic for TikTok’s early days [~1:20]. A new Harris Poll found that 79% of Gen Z TikTok users say they miss the early version of the platform — specifically the scrappier, 15-second, less-polished content that dominated during the pandemic. Many respondents cited too many ads, influencer saturation, and the rise of TikTok Shop as reasons the platform no longer feels the same.* Our POV: This is a classic case of platform maturation. As platforms scale, they become more optimized for monetization and mass audiences — which often makes them feel less authentic to the early adopters who made them popular in the first place. TikTok may feel different, but its cultural influence remains strong simply because its user base is larger than ever.* Additional resources:* Gen Z is already nostalgic for TikTok—and the platform is only 6 years old, Fortune* Gen Z pulling back from social media, except TikTok, survey finds, USA Today* 💎 How to navigate the TikTok U.S. chaos, Threads overtakes X, and Substack’s power player, #ForYou by Melissa Blum* Engagement is splitting across platforms [~15:40]. New data shows engagement declining on Instagram, Threads, and LinkedIn over the past year — while Facebook, Pinterest, and X actually saw engagement increase. One explanation: platforms like Instagram and LinkedIn have pushed aggressively into short-form video, creating more content but not necessarily more interaction.* Our POV: Reach and engagement are increasingly diverging. Platforms may push certain formats (like short-form video) for discovery and reach, while audiences may still prefer interacting with other formats — like image posts or carousels. For brands, this means being more intentional about format strategy: if the goal is reach, video may win; if the goal is conversation, other formats may perform better.* Additional resources:* People spent less time on Instagram, Threads, LinkedIn last year. Here’s why, CNET* Engagement is rising on the platforms marketers talk about least, #ForYou by Melissa Blum* The rise of gamified creator programs [~22:20]. Some brands are experimenting with “gamified” creator programs — inviting creators to participate in challenges, compete in campaigns, or earn perks like brand trips and visibility instead of traditional one-off influencer deals. The idea is to build ongoing creator ecosystems rather than single sponsored posts.* Our POV: The model can work — especially when it taps into the long-tail power of micro-creators — but it walks a fine line. If the incentives feel extractive (i.e., free labor for brands), creators will opt out. The strongest programs will focus on nurturing talent, offering mentorship, exposure, or real opportunities that help creators grow — not just generating content for the brand.* Additional resources:* Why more brands are rethinking influencer marketing with gamified micro-creator programs, Digiday* You Can Adopt the Baby Ewe From Lamb in New Giveaway by A24, Collider* The Instagram Weekend Hashtag Project: All the scoop, Jumper Media* Shoutout to Megan Collins’s Weekend Hashtag post from 2013Thanks for listening! 🎧 🤍 This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe