ALGORITHM SHAKE-UP: TikTok Update, Jimmy Kimmel, Branding Ethics (Ep. 013)

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What happens when TikTok’s magic algorithm gets rewritten in the U.S.—and Jimmy Kimmel gets yanked off air for poking fun at politicians? This week, we unpack how censorship, content, and creator strategy collide.

What You’ll Learn:

• What TikTok’s U.S. algorithm split could mean for your reach, engagement, and sales
• How the Jimmy Kimmel vs. Disney fallout reveals bigger branding and censorship lessons
• A practical framework for choosing when (and how) to engage with cultural conversations in your content

Update: After filming this episode, ABC announced that Jimmy Kimmel would be back on air starting September 23rd. This goes to show that we can vote with our wallets to effect the change we want to see in the world. 

Timestamps:

00:00 - Introduction
 04:00 – TikTok’s U.S. takeover: what the algorithm shake-up means
 08:30 – Jimmy Kimmel pulled: censorship, Disney backlash & brand trust
 13:00 – Ethics in marketing: propaganda, press, and personal branding
 19:00 – Diversifying platforms: protecting your business beyond TikTok
 27:00 – Core values + content pillars: deciding when to join the conversation
 34:00 – Playing to your strengths: finding the right content medium for growth

References & Resources:

• TikTok
• Disney / Hulu / Disney+
• Jimmy Kimmel
• Ted Cruz
• Saturday Night Live (SNL)

EOS model / Traction (book)

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