Previously, a lot of short-form video content lacked a format. Creators were obsessed with aiming for one-off viral hits that attract large audiences. The problem is that variability is incredibly hard and without a format, the audiences are usually drive-by. Now we’re seeing well-structured ideas that are still short-form, but thanks to the... See more

Tactics that work:

Create recurring formats or rituals (weekly posts, seasonal guides)

Align content with your audience's life cycles

Measure saves and bookmarks — they signal long-term value

Prioritize usefulness over virality

Owning a habit among your consumer or your customer is one of the most valuable things you can get in the world of New Media. Ben Thompson is successful not just because Stratechery is a brand, but also because Stratechery is a habit. That’s where we’re aiming with our owned media channels: why we’ve amped up our podcast to ship 5x a week, our... See more