OK, I admit it: I’m on Facebook. I still use Twitter –
whoops, I mean X. I have an Instagram account but don’t think I’ve ever posted.
Although I’ve written about TikTok numerous times, I’ve never actually been on
it. And while I am on YouTube, it’s more for clips from movies or TV shows than
for videos from creators
like MrBeast.
So forgive me if I’m only belated taking a look at the
short form video revolution.
Hint: it's not TV he's watching. Credit: Bing Image Creator |
As is often the case, a couple articles related to the topic spurred my attention: Caroline Mimbs Nyce Twitter’s Demise Is About So Much More Than Elon Musk in The Atlantic, and Jessica Toonkel’s Wall Street Journal article Your Kid Prefers YouTube to Netflix. That’s a Problem for Netflix. I urge you to read both.
Ms. Nyce makes that point that, while Elon may be doing a pretty good job damaging Twitter, much of its woes really are due to microblogging falling out of favor. Her take:
In the era of TikTok, the act of posting your two cents in two sentences for strangers to consume is starting to feel more and more unnatural. The lasting social-media imprint of 2023 may not be the self-immolation of Twitter but rather that short-form videos—on TikTok, Instagram, and other platforms—have tightened their choke hold on the internet. Text posts as we’ve always known them just can’t keep up.
She notes that Twitter is still the
dominant platform, by far, for microblogging, but quotes a prediction from data.ai: “While platforms like X are likely
to maintain a core niche of users, the overall trends show consumers are
swapping out text-based social networking apps for photo and video-first
platforms.”
“Short-form videos have become an
attention vortex,” Ms. Nyce reports, citing figures from Sensor Tower that
users spend an average of 91 minutes daily on TikTok and 61 minutes on Instagram.
Indeed, Insider Intelligence estimates
that video’s share of average daily social media went over 50% in 2022, and
will reach 60% by 2025. It predicts that the short video “craze” will cool, but
admits: “platforms must contend with the reality that consumers
still love short videos.”
She reports: “Netflix’s share of U.S. streaming viewership by 2- to 11-year-olds fell to 21% in
September from 25% two years earlier, according to Nielsen. Meanwhile,
YouTube’s share jumped to 33% from 29.4% over the same period.” Michael
Hirsh, co-founder of WOW Unlimited Media, confirmed:
“These viewers are watching on their iPads or on other platforms that have
moved to shorter and shorter segments, and it’s a real issue for the streamers.”
Ms. Toonkel cities an animation studio that released one new children’s
film on Roblox, and other that premiered on YouTube instead of a streaming
service. In both cases, the streaming services were a secondary priority. “It’s
really about following the consumer,” the studio’s global chief
marketing officer told her.
Two weeks ago Pew Research issued a study directly on point: Teens, Social
Media and Technology 2023. YouTube, to no one’s surprise, is the top platform for
teens 13 to 17, with 93% using. TikTok (63%), Snapchat (60%), and Instagram (59%)
followed. Facebook (33%) and Twitter (20%) are barely an afterthought.
Seventy-one percent of teen
YouTube users go on daily, with 16% on “almost constantly.” For TikTok, the
corresponding figures were 58% and 17%.
- It has some 2.7 billion monthly
users, with 1.5b on YouTube Shorts;
- There are 122 million daily
users;
- 98% of US internet users
are on YouTube monthly, 92% weekly, 62% daily;
- US children spend 77
minutes daily on YouTube;
- The aforementioned MrBeast
is YouTube’s biggest earner, raking in an estimated $82 million annually;
- 70% of viewers have made
a purchase after seeing the brand on YouTube.
Companies better be paying attention. Ms. Nyce warns:
“In a recent survey by Sprout Social, a
social-media-analytics tool, 41 percent of consumers said that they want brands
to publish more 15- to 30-second videos more than they want any other style of
social-media post. Just 10 percent wanted more text-only content.”
Digiday’s Krystal Scanlon believes:
“The
latest pivot toward video is in full swing, and unlike previous occasions,
agencies must now master the art of short-form video rather than focusing
solely on specific platforms.” She clarifies that not all platforms’ version of
short form videos are the same, contrasting TikTok’s “short, engaging, creative
videos” with YouTube Short’s “informational or tutorial-style videos.”
Her bottom line: “Simply put, the video content needs
to be native to the platform, because consumers are fed up of seeing ads.” As
TikTok said
when introducing TikTok for Business, “Don’t Make Ads, Make TikToks.”
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Earlier this year Monigle released its Humanizing
Brand Experience report. Among other things, it suggested a decline in consumers’
interest in “watching/reading about health and wellness topics,” and an
increase in their distrust of healthcare providers. Neither results are yet dismal, but they
underscore that in a short form video world, even healthcare companies need to
be rethinking their brand and content strategies.
Detailed web pages of health advice? Who reads? Catchy TV ads? Who watches? Helpful
videos with health information from respected physicians? Too long. Health is
complicated, health care is idiosyncratic, so short form anything isn’t
natural, but it may now be necessary.
Those of us of a certain age may not quite understand or appreciate short form videos, but they’re not something we can ignore. Ms. Nyce’s closing thoughts are ominous:
Perhaps the biggest stress test for our short-form-video world has yet to come: the 2024 U.S. presidential election. Elections are where Twitter, and microblogging, have thrived. Meanwhile, in 2020, TikTok was much smaller than what it is now. Starting next year, its true reign might finally begin.And, I might add, in a time of vaccine skepticism and rampant health misinformation, misleading/simplistic short forms videos pose an existential threat, unless countered by equally effective ones.
Time to up your short form video game,
everyone.