I posted to TikTok every day for a year and I learned nothing

Russell Davies

Russell Davies

— 2 min read
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A video screengrab. A man with head bowed and the caption 'be lucky'
Guvnor

Actually, that's not true. This is what I actually learned:

  1. Find a topic, 'a niche', you'll probably have to experiment a lot to find the one that works. Then - only post about that topic. Experiment a lot to find the style/tone/approach that works. Then - only use that approach.
  2. Do it a lot. Multiple times a day. Keep it exactly the same but keep experimenting with ways to change it.
  3. Be incredibly lucky.

That is incredibly hard work. And most of the people who work really hard at it don't get lucky and just peter out. And even the ones who do get lucky. They peter out too. It's too hard.

I had some form of viral success, maybe twice. Both times involving Kenneth Williams. If I'd found a way to fill my days with Kenneth Williams content I suspect I'd have had more long-lasting viral success. But it wouldn't have been worth the effort.

But, even if you don't do that, it's still been incredibly interesting...

I don't believe you can properly understand these tools/channels/whatever unless you make stuff as well as consume. If you're in anyway professionally connected to these things you have to understand the affordances of the tools - as a creator. These tools have taken over the world - how can it not be interesting to understand how they work?

Also, it reminds me of blogging. People say exactly the same things to me: Why do you imagine anyone is interested in your thoughts? How do you find the time? Don't you feel exposed?

But, I get the same satisfactions: it's a place to think, it's a place to record things, it's 'the threat of an audience', it's a personal online archive. And, yes, it's strange seeing your face, editing your face. But you get used to it. You get over your vanities. That might be a good thing. It's certainly interesting.

Let's occupy technology with love

Rachel Coldicutt has this brilliant phrase (and accompanying piece) Let's Occupy Technology With Love. That's some of what this is about.

I think it's good to try and put stuff in the world, on these channels, that isn't what the algorithm wants. That's not optimised for griefmaxxing, or whatever. I'm not beautiful or angry or high performing. So me being here, sharing my stupid thoughts might be a good thing.

Anyway.

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