The Marketer’s Nightmare: Managing Social Media Assets in the Era of TikTok

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The social media panorama has grown more and more fragmented. Designers and entrepreneurs face an intimidating activity in the present day, managing property 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 People, a distinguished content material and social media advertising company based mostly in the UK, discusses the escalating challenges of asset administration in the age of TikTok, Instagram, Pinterest, Fb and Google. 

“Actually, it will probably really feel like a by no means ending wrestle typically! When our group comes up with an excellent concept 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 centered 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 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 whole redesigns, so it’s quite a bit 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 property at a time is all the time an unmitigated nightmare,” Gadsby Peet added. 

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

Jessica Ko, the co-founder and CEO of, has additionally served as the head of the model at Opendoor, an organization with a workforce of 2,000 people who specializes in shopping for and promoting residential actual property. Jessica and her group personally skilled the challenges of asset administration. 

“At one level, our group was coping with a whole lot of property per marketing campaign. Our group 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 versatile DAM different 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 different to conventional DAM techniques, has skilled fast progress, amassing a person base of 600,000 entrepreneurs and designers. By simplifying asset administration, has launched a wholly new method to how entrepreneurs deal with their property and information. 

“What in the present day’s entrepreneurs want are environment friendly options: quick search and retrieval of previous property, multi-player collaboration options — with out pointless frills and inflexible annual contracts that make adoption troublesome,” Ko affirmed. 

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