As mentioned in the introduction, the key for Google to take back market share from TikTok is to replicate the key ingredients in its special sauce. I have already discussed these ingredients, so let’s review them. First Ingredient, Google must create an exciting new brand and App separate from YouTube. TikTok is not just a brand. It has become a whole new cultural phenomenon. A new and unique brand and name separate from YouTube is needed for Google to start its own cultural phenomenon. The second ingredient is a new platform featuring an App that allows users to “free associate” with a singularly focused and simplified user experience using only a vertical short-form format. The third ingredient, heavily dependent on the second ingredient, there must be an intensive focus on creating a machine learning experience-first social media algorithm that utilizes user “free association” and prioritizes the user’s overall experience on the platform when deciding what content to display, focusing on factors like engagement, relevance, and positive interactions, creating an experience that feels personalized and valuable to each user. Combining these three ingredients will create a brand and platform that will meet the growing demand for content that is short, immediate, targeted, entertaining, and within reach at all times—making an App that is addictive, offers instant gratification, and causes the user to want to use it continuously.
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