To Win Short-Form Video, Look Away From the Creator

TikTok’s success has been written about countless times, and many analysts talk about the terrifyingly accurate algorithm & the lowered barrier to content creation. However, there is another key component to TikTok’s industry leading engagement rates & growth that often goes unnoticed: its ability to cater to lurkers — silent users that consume but... See more

The primary reason that most lurkers use social platforms is to find a sense of community. For example, the vast majority of Reddit users are lurkers; they might subscribe to a multitude of subreddits, or communities, yet they never actively post in them. Although content creators also seek community, lurkers uniquely search for communities with en... See more