here is no denying it, the online video market has taken a sharp U-turn in the past few years.
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With popular gaze shifting from lengthy, episodic YouTube videos and reactionary content, it appears to have reverted to a ‘fast fashion’ model of video on demand consumption. But there’s a lot more to what’s been going on than meets the eye. Short-form video has disrupted the social media, digital and marketing landscapes as we know them – a rise, in part, accelerated by the pandemic. The obvious name that springs to mind is short-form content giant TikTok. Set to pass 1.5 billion active users in 2022, its engagement stats reflect a staggering success. With growth-rates grossing faster than any rivals, despite being banned in both India and its parent company base of China, TikTok’s global success is set to carve viewers away from other platforms. It could take with it billions of dollars of advertising revenue and user engagement – with plans already in place to expand into the online shopping market. But it’s not only TikTok’s success that we need to consider. Video is changing, particularly in the social media space. It’s time to dig deeper into what has been happening over the past few years, as well as explore examples of the technologies that
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have hatched from this content shift. And, perhaps most significantly, gauge what this all actually means for video on demand. FIRST RESPONDERS It’s fascinating watching the digital landscape move in such a tidal wave. Seeing competitors blatantly adopt these trends, attempting to anchor themselves to a drifting customer base, emphasises this. Instagram was one of the first to snap back with the introduction of Instagram Reels. Swiftly born from this was the great TikTok/Reel divide of 2020 – a belief that many trending Reels were just re-uploaded TikToks. Instagram, at present, claims that its similarly mysterious algorithm will no
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