1-2-1: ?? TikTok's View Shortfall (100k+ Videos Signal A Disturbing Dip)
Brendan Gahan
CEO/Co-Founder Of Creator Authority (LinkedIn Influencer Marketing Agency)
What's up with TikTok viewership?
Also, investment in the creator economy is down 79%. What does that mean for the space? Is it overblown? ??
Hello ?? Brendan here with another edition of 1-2-1. Thanks for being one of nearly 5,000 subscribers!
For all you new readers, the format is 1 insight, 2 interesting links/shares, and 1 question. Everything is focused on hosting conversations around community, creators, and commerce.
1 - Insight1
TikTok: Are Your Views Vanishing?
Are your TikTok views down?
If so, it looks as though you’re not alone.
People are always complaining about views being down. Recently, it was a trend I was seeing more of than usual.
So, I asked my buddies at ?Trendpop ?if they had any data.
What they came up with is intriguing (to say the least).
Looking back at videos in the past year that are >100k views, in the last few weeks there seems to be a distinct trend downwards.
Average views of videos >100k went from floating ~700k on Dec 5th, 2022 to ~545k this past week (Jan 23rd).
It’s too early to attribute a cause.
It’s possible that this is the byproduct of other videos having more time to accumulate views. Or, it could be any number of other reasons. We’ll be tracking in the coming weeks to see what happens.
Regardless, it’s not uncommon for organic reach to decline as a platform matures. Content creation often outpaces the rate of consumption.
First movers and early adopters tend to reap the rewards, for example:
YouTube median views per video:
Facebook organic reach has plummeted:
2 - Interesting Links/Shares
Is the creator economy dying?
This was something we discussed at Creator Economy Live last week.
According to The Information, "In the fourth quarter, U.S. creator startups raised just $274 million, down 79% from a year ago and off 84% from a high of $1.7 billion in the second quarter of 2021. The fourth quarter marked the sixth sequential drop in quarterly funding since The Information began tracking these startups in 2021."
领英推荐
This is leading some to claim the creator economy was 'way overblown'.
But, is that the case?
The general consensus?
Not overhyped.
The VC's don't reflect the health of the creator economy. Instead, the distribution of dollars sits mostly with creators who are essentially operating small businesses.
For example, according studies, the Creator Economy's economic impact has been significant. Including:
The issue here is the creator economy disrupted the concentration of wealth.
So that now it's not just a small number of VC's making a lot of money. But a lot of people making full time livings off their passions.
Creators are the new economic players, not just investors sitting on the sidelines.
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1 - Question
Are you creating content for TikTok?
If so, how are your views this past month? Up, down, same? Reply and LMK what you're seeing.
Creator | Social Media Marketing | Gaming -Tech -Comedy | 1 Million+ Followers Across YT-FB-IG-TT
2 年To my fellow creators hang in there, the drop is part of the game. Dec is usually a slow month, specially compared to oct Nov. Specially in gaming as sept - Nov are AAA months
Adventure Filmmaker
2 年I've seen a decrease in TikTok views within the last month but a huge spike in YouTube short views. It's probably because YouTube started paying per view and not from a fund. So now people start posting their content on YouTube first, hence viewers start watching on YouTube to see certain videos earlier. If tiktok would jump on the trend of paying creators per view, they would probably become the primary platform again.
Managing Director, Neuralle. Covering Influencer Marketing and Attention.
2 年Saw this across the board for our roster beginning in December. My assessment is a change to the algorithm with a higher weighting of views attributed to the long tail. Whereas 90% of views would be seen in the first 1-5 days.
TikTok LIVE Creator of the Year (950k) ?? Co-Founder of @TeamTANDA App ??+23M views in the last 30 days ??
2 年Loved this article! Great insight and loved seeing the early adoption figures. Personally, December was a below average month for me in terms of views. By mid January views were up 172% month on month (I have an Australian account... not sure if this makes any difference). I have noticed a dip in views in the last 7 days, however this is usual for TikTok. It's always up and down! That first graph is concerning though. It shows the average views are the lowest they have been for over a year ??. Keen to follow along to see if this changes over time.
Cyber Strategist, Cyber OSINT
2 年TikTok is Chinese Intelligence and they are happy to get all your users' and company's data.