Come for the videos, stay for the comments.?
TikTok’s secret weapon might just be its comments section, which was made clear last week when the app went down and comments weren’t loading. After going through the normal panicky process of thinking I’m the only person in the world this is happening to so I’ll close and re-open the app 1,000 times, it was clear this was a larger issue. And it was made even more clear that the comments bring me more joy than the actual videos most of the time.?
Turns out I’m not the only one either. Multiple users took to Twitter to vent about this “key component of the experience” being temporarily unavailable. I never realized how crucial this aspect of the app was to me until it disappeared for a few hours.?
But the comments are where people shine on TikTok – they can summarize a 6-minute video in 3 sentences. They can solve the mystery of ‘who is this cryptic video about?’ They can deliver comedic gold. They can confirm (or deny) if a video is worth watching all the way through. They can make people feel like they’re in a massive group chat with their friends.?
And perhaps most importantly, like user @h4tpng pointed out, when the comments go down we’re forced to form our own opinions on videos and that’s a terrifying thought.
ICYMI:
- It’s going down: X is experimenting with a downvote button for replies, giving users another opportunity to engage with posts.?
- So fresh and so clean: After testing it out on Instagram, Facebook is trying out ‘Clear Mode’ for reels, which removes all the text, buttons, and general clutter on the video.?
- Happy birthday, Threads: The app officially turned one, and to celebrate, Mark Zuckerberg confirmed they’re up to 175 million users.?
- Work smarter, not harder: YouTube is revamping its audio removal options for users to more easily address copyright issues without having to redo the entire upload process. The new editing options include ‘Mute,’ ‘Trim,’ and ‘Replace Song.’
- Share, share, and share some more: Adam Mosseri wants to make it crystal clear that shares are one of the most important indicators when it comes to ranking and reach on Instagram.
LIKE//RETWEET//SHARE//ETC
Game, set, match. The official
Wimbledon
account introduced a new video concept over the weekend and it was an absolute ace. Providing a behind-the-scenes look at an event that is so much more than tennis, let’s break down why this post was such a smash:
- Tennis is only a fraction of what makes Wimbledon Wimbledon. From the rich traditions to the A-listers in attendance to the fashion and even the food and drink, this video served as an all-encompassing snapshot of everything that makes the tournament so iconic.?
- You know a concept is good when you immediately start thinking of other events that should do their own version. Overheard at the Olympics during a Simone Biles performance? Yes please.?
- What’s the best part of a sporting event? Eavesdropping on other people’s conversations, of course. (The sports are fine too.) It’s a great way to make people that aren’t at the tournament feel like they’re a part of it. This is especially important when the tickets are extremely exclusive/expensive.?
- The people who agreed to be mic’d up all deserve bottomless Pimm’s, a drink I have definitely heard of before this video. Even though they have clearly agreed to this video, it still feels authentic. Like they’ve been mic’d for so long that they forgot they were there and didn’t think twice about diving into some deep conversation about strawberry outfits.?
- It’s easily replicable. The success of this post allowed for them to create a second video and it can now become a regular content series for them.
Make it work for you: It can be easy to stay laser focused on the main crux of an event, but zoom out and think about all angles and all perspectives to see what other content your audience is dying to consume.?
It all started with a simple question: Can you spin a basketball on your finger? You might assume every single player on Team USA could do this in their sleep, but the results were surprising, hilarious, and extremely quotable. Let’s unpack the
National Basketball Association (NBA)
's latest slam dunk:
- Taking it back to basics is always a good thing. This was an ask that everyone watching at home can relate to.?
- You gotta love a video that surprises you. Every other comment was some form of shock that Steph Curry doesn’t possess this skill.
- Because everyone in the world has tried this at some point, it gives the audience a chance to brag and say they can do something an Olympic-caliber player can’t.?
- This is extremely shareable, meme-worthy content. KD is a walking meme anyway but his “that’s sickening” is going in the hall of fame.
- Good things happen when you don’t force an outcome. You couldn’t have scripted some of these lines. You couldn’t have planned who can do this and who can’t. You couldn’t have known you’d land on seeing some of the most confident and skilled men in the world charmingly embarrassed.?
- Have some faith in your stars of the video. This doesn’t work if their personalities aren’t allowed to shine through and they aren’t allowed to be themselves fully.?
Make it work for you: Don’t overcomplicate things. Sometimes all you really need is a phone, a basketball, and just a few overly competitive NBA stars to create some magic.
Post of the week:
In our defense, it is simply too hot to talk about anything else.?
