The Marketer’s Nightmare: Managing Social Media Belongings within the Period of TikTok


The social media panorama has grown more and more fragmented. Designers and entrepreneurs face an intimidating activity at present, managing belongings throughout quite a few social media platforms. Every platform calls for distinct asset sizes, codecs and messages concentrating on totally different person personas. This phenomenon has burdened advertising groups with an infinite workload, typically leaving them overwhelmed by asset preparation alone. William Gadsby Peet, Co-Founder & Chief Technique Officer at Literal Humans, a distinguished content material and social media advertising company primarily based within the UK, discusses the escalating challenges of asset administration within the age of TikTok, Instagram, Pinterest, Fb and Google. 

“Truthfully, it may possibly really feel like a by no means ending wrestle generally! When our staff comes up with an ideal thought for a enjoyable visually-led 1:1 carousel on Instagram, we instantly want to consider a design variation for the text-centric and company world of LinkedIn, then it’s a 2:3 variation for the multimedia realm of Pinterest, a 9:16 variation appropriate for the older demographic of Fb tales, one other targeted at millennials on IG tales, to not point out a brief type video model for the Gen Z stronghold of TikTok, PLUS YouTube Shorts and IG Reels variations to get essentially the most out of that vertical video content material,” shared Gadsby Peet. 

The nuances between all these platforms and codecs vary from small ratio tweaks to complete redesigns, so it’s loads of work for our design and distribution groups to make sure every little thing is on level and arranged, and staying on prime of model management for 10 totally different design belongings at a time is at all times an unmitigated nightmare,” Gadsby Peet added. 

Varied sizes and codecs, encompassing movies, short-form and long-form content material, photographs, photographs, Gen-Z kinds and influencer content material, swiftly accumulate, leading to 1000’s of belongings. A single idea can spawn belongings tailor-made for every of the 5 main platforms, culminating in 10 to twenty particular person belongings. Contemplating that smaller advertising groups typically run 10 to twenty concepts concurrently, this interprets right into a staggering 400 belongings to handle concurrently. The burden of dealing with this intensive library of belongings leaves entrepreneurs with little time to concentrate on the standard of their advertisements. 

Jessica Ko, the co-founder and CEO of, has additionally served as the top of the model at Opendoor, an organization with a workforce of two,000 individuals that focuses on shopping for and promoting residential actual property. Jessica and her staff personally skilled the challenges of asset administration. 

“At one level, our staff was coping with a whole lot of belongings per marketing campaign. Our staff was exhausted, and our entrepreneurs struggled to maintain up. This was all earlier than TikTok and Shorts entered the scene.” She subsequently left Opendoor to determine, a platform that democratizes Digital Asset Administration (DAM). represents a flexible DAM alternative accessible to each small and mid-sized companies and enterprises in want of extra adaptable options when collaborating with exterior freelancers. 

Since its official launch in March 2022,, a significantly extra environment friendly various to conventional DAM techniques, has skilled speedy progress, amassing a person base of 600,000 entrepreneurs and designers. By simplifying asset administration, has launched a wholly new strategy to how entrepreneurs deal with their belongings and recordsdata. 

“What at present’s entrepreneurs need are environment friendly options: quick search and retrieval of outdated belongings, multi-player collaboration options — with out pointless frills and inflexible annual contracts that make adoption troublesome,” Ko affirmed. 

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