One afternoon, a few years ago now, I came across a video about media by the ‘great’ Dave Trott (of Gold Greenlees Trott, Bainsfair Sharkey Trott). In the video Dave broached the subject of complexity and how it is ruining creativity, especially in the UK. This is the video in question https://www.youtube.com/watch?v=t1sYh9itUvs.
What I loved about the video was the focus being on the human being you are delivering the message to and not the media that delivers that message. The quote I loved in particular was “crap that is delivered at the speed of light is still crap when it gets there!” The vehicle that delivers a message will continue to change in the years to come but those that focus on the message and customer themselves will be the successful ones.
In summation, watch the video, you might just learn a thing or two.
I hope this helps in some way. The media isn’t Tik Tok , it’s people, oh and keep things simple.