I had a bet with a friend that I'd dance on TikTok before the year was out. And last week, I did just that – something I swore I'd never do. Yet, I embraced the unfamiliar, danced to five different tracks, had fun, and – most importantly – won the bet.
A year ago, I would've groaned at such behaviour. It would've felt like a desperate attempt to get attention. I mean, who even wants to be on TikTok? Isn't social media past its prime? Well, it turns out I was wrong. I've come to see it in a completely new light.
So why did I do it? Two big reasons. First, it's personal. Since Christmas, I've been recovering from a nasty back injury – probably the result of two decades of pushing myself too hard and, if I'm honest, being a bit of a perfectionist. It's been one of the toughest, most painful experiences of my life, but it's also changed me in ways I didn't expect.
Second, it has everything to do with Creative Boom. We're in an increasingly competitive world, and if we want to stay relevant, we have to go where the eyes are – and right now, that's short-form video content. It became clear that I needed to consider new platforms.
The funny thing is, these two reasons – personal growth and business necessity – are deeply connected. As difficult as my health journey has been, it's taught me invaluable lessons about myself and life. Many days were spent lying on the floor, staring at the ceiling, wondering when I'd feel myself again. But through all that pain, I've become more humble and more grounded. It's also been a decent wake-up call. No longer will I waste time on those fears or concerns that often keep so many of us from realising our dreams.
Creative Boom continues to grow, and I'm proud of all we've achieved with the magazine and podcast. Much of its early success was down to the friendly community we built on Twitter in its heyday. But times have changed. I'm no longer that twenty-something feeling like I'm always on the cutting edge. And people are leaving 'X' in droves. The last few years have clarified that bite-sized video and platforms like TikTok are now where the conversation is happening, whether we like it or not.
I'm in my mid-forties now, and honestly, there's a risk of becoming a cynical, old bugger. It's easy to resist change, especially when it feels like an invasion of privacy. Who really feels comfortable talking to camera? I mean, I trained as a broadcast journalist, so it should be second nature to me – but even I feel a little awkward at times.
So, I embraced video. I danced. I won't be dancing again, mind you. But I did it. It was fun. And it wasn't just about reaching a new audience; it was about not caring what anyone thinks anymore. It was also a way to inject some personality back into the brand.
Recently, we've gone through a big brand exercise at Creative Boom. The results of our audience survey confirmed it: things have changed. We've been around for 15 years, and while we still appeal to younger generations, they're now using different platforms. Our audience that once thrived on Twitter has moved to Instagram, TikTok, and beyond, and we've followed them. Because if we want to continue growing with them, we must adapt, too. Ignoring platforms like TikTok would mean falling behind in the conversation.
There's also the topic of differentiation. We've always been clear about who we are and what we stand for, and frankly, we don't think there's another platform quite like ours anywhere in the world – one that is specifically designed to empower creatives to thrive. (If there is, correct us – we'd love to support other ventures like ours!)
But we realised it was time to really lean into our niche. We've never been elitist, tried to be 'cool', or been too solemn. Sure, we're serious about creative work, but we've always kept things light-hearted. That's always been our vibe – leave your ego at the door because Creative Boom is warm, friendly, and, above all, inclusive.
And that's what makes us unique. So yes, me dancing on TikTok isn't just a celebration of my recovery and return to good health – it's a considered, intelligent approach to our marketing. It's us, finally and fully, saying: This is who we are. And this is what we stand for.
As for worrying about the quality of our videos, who cares? We're beginners again. We'll learn as we go along, just like we did back in 2009. It's our vibe – relaxed and fun – a platform by creatives for creatives. We're right there with our audience – suffering the same challenges and overcoming the same issues. We aim to celebrate and inspire the industry. And we do that by being as realistic, welcoming and supportive as possible.
Letting go of perfectionism has been liberating. Becoming a beginner again–whether with video or seeing my venture in a fresh light – has already started paying off. Our social platforms are growing, doors are opening, and, most excitingly, we're forging new partnerships with big brands who are starting to notice the content we're putting out there... Meta, Microsoft, Adobe, to name a few.
This shift in mindset has reminded me of the early days of Creative Boom, when we were starting out, figuring things out as we went along. It's exhilarating, really. And that's the beauty of embracing change – whether it's short-form video or taking risks that feel outside your comfort zone. We're all constantly evolving, and that's something to be celebrated.
So, here's to showing up, being real, and enjoying the process. Because at the end of the day, Creative Boom has always been about creating a space where creativity thrives, egos are left at the door, and everyone – no matter where they are in their journey – feels like they belong.
It turns out that dancing on TikTok wasn't just a fun way to win a bet; it was the start of something much bigger. And if you want to see how we're embracing this new chapter, come find us on TikTok – no more dancing, I promise!