TikTok’s emergence in Western markets shook all the social media panorama, by reintroducing what Vine had performed over a decade earlier: short-form video. The snappy, to-the-punchline clips had been straightforward to make, straightforward to share, and straightforward to devour in a hyper-tailored feed that knew what customers needed to see nearly earlier than they noticed it. 

Extra than simply introducing a brand new format, nonetheless, TikTok launched a brand new dynamic; social as broadcast, slightly than a community. As an alternative of making an attempt to mix a feed of non-public posts from buddies (and buddies of buddies) alongside adverts, the app went straight for the influencer-turned-creator tier. These ‘creators’ weren’t simply anybody, however people who understood and will play by the algorithm’s guidelines, put thought and energy into the content material they made, and went out of their technique to preserve followers engaged. Influencers had existed for the reason that early days of Instagram, and creators for the reason that early days of YouTube – however with TikTok, these roles mixed; the creator as influencer, packing character, model, and content material into easily-digestible clips of which customers might devour lots of at a time. Not solely that, however TikTok made common customers really feel like they, too, might turn into in a single day stars, holding them hooked with the approaching potential for viral fame. 

This format-driven dynamic shift was instantly well-liked – so well-liked that it turned default, with Instagram and YouTube each launching short-form video propositions, and even platforms like Spotify making an attempt to get in on the development. Quick-form video is entertaining, addictive, and, most significantly, calls for full consideration, with no multitasking attainable. Eyes on the display screen or the video repeats itself each 45 seconds; there isn’t any placing the cellphone down till you might be consciously prepared to finish the session. 

But the format has maybe been too profitable for its personal good. Whereas uptake has been swift and time spent has exploded, revenues are one other matter. Again in March, Meta introduced an finish to its creator bonus trial for short-form video on Fb and Instagram, citing a have to make the format “ROI-positive”. Whereas the direct-to-creator fund drying up was inevitable, the truth that the corporate cited persevering with points with the format’s profitability is notable. YouTube strategists have additionally been open about considerations that Shorts is prone to ‘cannibalising’ long-form video on the platform, the place monetisation is stronger; shorter movies have fewer alternatives for adverts and decrease click-through charges, which is affecting margins. And now, TikTok itself is seeking to provide longer movies, in horizontal codecs – indicating a necessity for strategic diversification from its short-form core. 

In fact, it might simply be that TikTok has its eyes on the prize of turning into the default residence of Gen Z’s on-line identities. YouTube has been so integral to the web for thus lengthy, it’s akin to our Library of Alexandria – to burn it down, even proverbially, can be devastating to a tradition based mostly so firmly in on-line areas. TikTok possible desires this place in tradition transferring ahead, and sees itself as having a shot at getting there. But, the success of its brief format has been rooted in the truth that nothing lasts; tendencies come and go on a weekly foundation, music creators go viral, get signed, and are by no means heard from once more. What appeals to the Id of TikTok is the largest factor ever as we speak, and cringe tomorrow; it can’t be a cornerstone of tradition if the tradition produced by no means actually has time to take maintain. Creators typically complain that remaining related on well-liked platforms is a Sisyphean activity. Quick-form video comes hand in hand with discovery first, which sounds nice to would-be creators – till they realise they’re in a sport of regularly being found, however not often with the ability to attain the identical audiences a number of occasions, not to mention flip them into followers. That is broadly a symptom of feature-first platforms that focus an excessive amount of on the mechanism and supply of content material, slightly than who’s delivering it, what it’s, and to whom it’s being delivered.

Which is the place YouTube and Snapchat differ, strategically. The 2 are internally extra fandom-focused, introducing options not only for their very own sake, however slightly as non-obligatory instruments for creators and audiences alike to interact and work together with one another – ideally utilizing a combination, with brief type resulting in lengthy type, in YouTube’s case, after which lengthy type resulting in stay chats, follows, and feedback. Clearly, that is working, as YouTube and Snapchat each stay steadfast of their adoption charges and weekly use, regardless of being ‘mature’ (every over a decade outdated). And clearly, regardless of TikTok’s fast development till now, that is interesting, because the app tries to pivot so as to add in such options for its personal customers: longer movies and a horizontal format extra befitting non-smartphone units. 

Whether or not this can work for TikTok has little to do with the options themselves. Somewhat, it’s about how they’re used – and whether or not they can begin to foster fandom on the platform or will merely be a brand new discovery manufacturing line for brand new content material, utilized by creators to funnel audiences to different platforms the place they will actually join with them.