Greenpark's Que Ramli Discusses AI's Role and TikTok's Shift to Social Search

What's Happening?

Que Ramli, executive strategy director at Greenpark, shared insights at The Drum Awards Festival regarding the evolving role of AI and TikTok in social media strategy. Ramli emphasized that AI is transforming the way brands operate by shifting focus from reactive execution to proactive strategy, allowing human talent to concentrate on creativity and empathy. She highlighted TikTok's transition from a content channel to a search engine, noting that TikTok's search demand is beginning to rival Google in certain categories. This shift underscores the importance of discoverability over follower counts. Ramli also pointed out the growing demand for 'rawthentic' content, suggesting that brands need to blend polished and raw content to build genuine audience relationships.

Why It's Important?

The insights provided by Que Ramli are significant for brands navigating the rapidly changing social media landscape. The shift of TikTok into a search engine represents a major opportunity for brands to optimize for social search, potentially altering how content is planned and strategies are developed. This change could lead to increased brand visibility and engagement, as discoverability becomes a key factor. Additionally, the emphasis on AI's role in freeing up human creativity and empathy suggests a future where brands can deliver more personalized and impactful content. The demand for authentic content indicates a shift in consumer preferences, which brands must adapt to in order to maintain trust and connection with their audiences.

What's Next?

Brands are likely to increasingly focus on optimizing their content for social search, particularly on platforms like TikTok. This may involve revising strategies to prioritize discoverability and relevance over constant presence. As AI continues to evolve, brands will need to integrate these technologies to enhance personalization and trend analysis. The shift towards authentic content will require brands to balance polished and raw content to effectively engage audiences. Companies may also need to reassess their investment in social media strategies, recognizing it as a long-term business driver rather than a tactical checkbox.