Content democratization is not a modern thing. It has been knitted into the core fabric of the internet since its existence. The launch of YouTube in 2005 democratized video content. Anyone could create a video, and millions of them were uploaded. Vlogging, low production quality, and completely unmediated creative energy reigned supreme in what we now consider YouTube’s early decades. With a modest camera and a decent idea, it was simple to get started. As homemade video after homemade movie went supersonic, the platform encouraged it. It felt insane and terrifyingly “genuine,” which no one would necessarily accuse YouTube of now.

and then came vine

You can’t talk about TikTok without mentioning Vine, because TikTok was not possible without Vine. Vine’s developers envisioned the app as a social platform for family and friends to share short videos from their daily lives. They were really caught off guard when it took off as a content creation platform. TikTok’s satirical sensibility and creative potential was pioneered here, as was the infinite and smooth scroll incorporated into the user interface. Vine not only democratized video creation, but also revolutionized it through the use of a wholly mobile interface. There was no need for camera equipment, just your phone, which was a nice change as YouTube’s production values skyrocketed.

platforms democratizing content creation

Unlike any other social platform in the world TikTok’s advanced algorithm creates a fully personalised experience on every front – one hyper-responsive in countless different directions, that allows both creators and users to find their preferred spaces in TikTok’s ecosystem. The new frontier of content democratization.

TikTok provides opportunities for monetization for both niche and mainstream creators. This, combined with particularly specific UX and system design, resulted in lightning in a bottle. TikTok creators earn financially on a platform that, unlike nearly every other social media site, is arranged so that the creators a specific user follows make up only a small portion of the primary feed. TikTok, on the other hand, wants you to do more than just watch. TikTok would like you to create TikToks. It reminds me of YouTube: all you need is a decent concept and a phone camera. And, like YouTube before it, it creates its own stars. These celebrities set trends, secure corporate relationships, and build audiences without the approval of traditional entertainment industry players.

TikTok’s fragmented, decentralized, and viral-friendly nature is highly pedestrian and accessible, which has established a new creative paradigm. Genuine participation is possible for everyone. TikTok’s framework enables creators to create outstanding content rapidly, especially since short and tasty material is already expected. And the biggest draw is the creators themselves. Similarly, no single creator has a monopoly because everyone watches several TikToks from multiple producers every time they open the app. Everything is changing.

anyone can contribute to a trend or start a new one

Creators are becoming the main attraction, and these content creators, particularly those who do something entirely unique, are finding ready and waiting audiences across numerous platforms. Legacy brands and major corporations are also courting them for collaborations and sponsorships. It is a heck of a game changer.

influencers and e-commerce

At Webfluential South Africa, we don’t only link brands to influencers, but we can also link brands to creators. And that opens up a huge opportunity for creating cost effective content for brand purposes, which the brand then distributes into this content hungry world. Watch this space!



Our Micro and Macro Influencer Specialist Platform uses advanced technology to match brands and campaigns with relevant larger-scale influencers, personalities and celebrities.