The Short Form Content Bubble: Why Big Tech is Pulling Back ????

Introduction

Hey, corporate professionals! Remember when short-form content was all the rage? Well, it seems like the bubble is bursting. Let's dive into why companies like Meta and TikTok are pivoting away from short-form content. ??

The Meta Conundrum: Paying to Lose Revenue ??

Meta was offering bonuses to short-form creators, but guess what? It was costing them $500 million every quarter. Instead of stealing market share from TikTok, Instagram Reels was cannibalizing its own user base. ??♂?

The TikTok Dilemma: From 15 Seconds to 10 Minutes ?

TikTok is also extending its max video length from 15 seconds to 10 minutes. They're even experimenting with landscape mode. It's clear that TikTok is trying to become more like YouTube. ??

The Creator Crisis: Unloyal and Opportunistic ??

Short-form content platforms are struggling to build a loyal creator base. Most creators see short-form content as a gold rush, not a long-term strategy. The algorithms promote virality over loyalty, making it a shaky foundation for a creator-driven platform. ??

The Advertiser Apathy: A Risky Bet ??

Advertisers are hesitant to invest in short-form content. It doesn't align with most brands, and the ad rates are significantly lower compared to long-form content. It's a lose-lose situation for both platforms and advertisers. ??

The Audience Fatigue: Short-Term Gain, Long-Term Pain ??

People are getting tired of predictable, gimmicky short-form content. While it may capture attention momentarily, it lacks substance and long-term impact. The audience is not ditching long-form content; they're just snacking on short-form content. ??

The Fate of Short-Form Content: An Addition, Not a Replacement ??

Short-form content is not going to replace long-form content. It's an addition, a supplement. Companies like Meta and YouTube no longer feel threatened by TikTok; rather, TikTok is striving to be more like them. ??