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To Win Short-Form Video, Look Away From the Creator
Users also create reaction videos to other videos, showing a selfie shot next to the original clip. Everything is participatory, and the nature of the algorithm makes it so that a video from an unknown account can go as viral as easily as one from a famous account.
Kyle Chayka • Essay: How do you describe TikTok?
YouTube is less surprising than its peers, especially TikTok. While the latter has an almost telepathic capacity for serving you a wide variety of content it thinks you’ll like, YouTube is instead a platform designed for long-term buy-in. Creators are less likely to go viral on a one-off video on YouTube than they are on TikTok, but they’re more... See more
The YouTube New Wave — The Publish Press
The creator economy has not done well in courting readers. It "cares" about readers, but only in two dysfunctional ways:
But readers are the largest cohort and the value they provide is the entire value of the scene. There is no... See more
- Turning them into creators ("you, too, can make money doing this")
- Aggressively tracking (and monetizing) their activities
But readers are the largest cohort and the value they provide is the entire value of the scene. There is no... See more