Over the past ten years, media companies have responded to their loss of audience by creating “viral” editorial that performs well inside the platform’s engagement-at-all-costs ecosystem. Predictably, however, quality editorial – the context journalists create for a living – rarely qualifies as viral.

To return to a theme around here - these videos are the product of incentives, and though they’re extreme manifestations of those incentives, they’re hardly unique in being shaped by them. One commonplace that’s found among Reels that have some purpose and some plausible entertainment value is the “wait for it” thing, artificially delaying the arri... See more