Unlike older algorithms that recommend content based on long-term follow history, TikTok's model prioritizes recent engagement. This 'TikTokification' across platforms means algorithms can now find an audience for off-niche content if it aligns with a viewer's immediate, short-term interests.

Platforms like TikTok have shifted the paradigm where success is tied to each post's individual merit, not the creator's follower base. A single viral video can generate massive reach and sales, even if other posts have low engagement, a trend now adopted by LinkedIn, YouTube, and others.

Retail buyers are actively monitoring TikTok for viral brands. Achieving virality can bypass traditional, costly slotting fees, as retailers like Target will dedicate shelf space to trending products, confident that the online buzz will drive high in-store sell-through.

The opportunity in TikTok affiliate marketing is as significant as being a content creator in the early days of social media. The platform's algorithm allows anyone, regardless of follower count, to achieve viral success and significant income with a single good video.

China's most famous rapper built a massive following both at home and abroad. His music, celebrating the wealth of China's past economic boom, resonates with nostalgic domestic youth. Simultaneously, his sound and swagger are easily remixed for platforms like TikTok, creating a global fanbase that enjoys the "vibe" without understanding the lyrics.

Due to the "TikTokification" of platforms, algorithms now favor a single piece of content's potential to engage anyone, regardless of who created it. This means sticking to a strict niche is no longer required for high views and reach, though it remains important for gaining followers.

Platforms like TikTok now prioritize content based on user interest, not just who you follow. This means a new account with zero followers can achieve viral reach on its first post if the content is compelling, a fundamental shift from the old follower-based 'social graph' model.

The algorithmic shift on platforms like Instagram, YouTube, and Facebook towards short-form video has leveled the playing field. New creators can gain massive reach with a single viral video, an opportunity not seen in over a decade, akin to the early days of Facebook.

Patreon's Jack Conte argues the internet's shift to interest-based discovery (like TikTok) lets anyone break through. The real challenge is converting that fleeting viral attention into a durable audience by strategically funneling viewers to owned platforms like a website or podcast.