Saved by sari
To Win Short-Form Video, Look Away From the Creator
When a creator posted a video, TikTok showed it to a sample audience and then expanded to bigger targeted audiences if it did well—a form of a recursive publishing feedback loop. Creators with no followers could still reap rewards for videos that were funny and understandable by anyone. This was uniquely powerful for the medium of short-form video,... See more
Every • The Boneyard Principle: Why the Next Big Thing Will Emerge From a Failed Idea
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 v... 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 v... See more
Tom Beck • Curator Economy, Not Creator Economy
If you’re lucky, perhaps something you post will temporarily spark a surge of engagement, but those same spectators, exhausted by the onslaught, will soon shift their weary attentions to the next recommended item flowing close behind. This relentless pace rewards passive consumption, not active interaction with individual creators. The winner-take-... See more
Cal Newport • The Rise of the Internet’s Creative Middle Class
Like Snapchat, it has a novel format. But if you just focus on the format, you miss the point. The most important thing is the purpose and structure of the network. TikTok users aren’t sharing with their friends, they’re performing for the world. They’re not keeping up with familiar faces, they’re discovering new ones. It’s hard to prove this is tr... See more
Nathan Baschez • Not Found
Most platforms today are hoping to capture most of the value of “creators” as they professionalize. For example, substack captures you when you are already ready to write something - it presumes you have an idea and are already to execute on it. By capturing the top of the funnel, increasing the space for exploration and inspiration, platforms can ... See more
Maria Salamanca • Remix Culture: Jumpstarting Creativity
If an internet celebrity or content creator doesn't get paid per view, then "fans" aren't worth so much. Revenue sharing platforms like YouTube and Twitch reward influencers for having legions of casual followers who rack up ad impression. But you need a different strategy on platforms like TikTok, Twitter, Instagram, and Snapchat that don't share ... See more