Reminds me of how videographers had to change from horizontal to vertical filming for TikTok and the shift (if not sacrifice) that was required. Money, audience, and formatting restrictions have always shaped art, but it's disheartening these days to witness the true chokehold that a handful of companies has on the most democratized space for independent creators.
Good take as always. I really enjoy the underlying theme you currently have, basically about how we talk alters what we say, a topic that fascinates me to no end. Very happy I subscribed to this substack
The point about storytelling shifting to fit the platform, it’s both fascinating and kind of sad—like, what amazing stories might we be missing out on because they don't fit into these forced formats? Platforms have turned creativity into a game of optimizing for retention and revenue, and I wonder how long until it completely changes what we value in online content.
You’re missing an important POV: Short form content (more in particular, with interest graph distribution) simply doesn’t create a loyal fan base, or true fans, which are the most valuable for any content creator. (Kevin Kelly, 1000 True Fans)
When a platform as TikTok or a feed as shorts and reels distribute content that does not help to build that type of consumer, and on top of that happens the distribution based on someone’s current interest rather than who they follow, there are not many benefits for creators to keep creating short form when they can’t leverage that effort on the long run.
For platforms on the other hand it was a way to pull away the power from creators and put the content first. “Regardless who posted it, it’s the video we choose for you that has to be interesting”
So unless you strategically use these type of feeds & platforms there is little to no advantage dor ant digital creator to actually create short form content.
The only strategical way to use it is for awareness. For example A good strategy would be using it like Hollywood uses trailers: give people a little taste of the value & those who want the whole meal can watch the 20min video.
I hope that if you make the move to a bit longer, horizontal content, the great information you have to share won't be given out in such rapidfire form as your short vertical vids do. I may be getting long in the tooth and have a harder time absorbing information that comes at me so quickly--though I definitely don't mean that you should swing the pendulum in the opposite direction! I can do quick, I just don't like to feel rushed. Your content is awesome and I want to hear and understand it all.
Am I the only one that actually prefers the longer videos then? It takes me so long to find something I actually want to watch that I probably won't even bother with it if it's less than half an hour 😕
As a video editor for multiple content creators on YouTube, there is essentially no benefit to posting a 7-10 minute video on the platform anymore. Creators are forced to create longer and longer content to reach profitability and in many cases it only serves to undermine the video itself. Some videos just work better in a mid length range but in the final product turn out feeling “drawn out” due to the extra plots/content that need to be added :/
his article explains why i hate youtube. the model is that of a drug dealing network with no shortage of street dealers willing to sell poison to their neighbors for a tiny taste of the profit
I'm curious as to how creators will change their content to fit the longer format: whether it's longer videos but with segregated sections in more of a magazine format, or more of a longer, deeper dive. I suspect the former, but this might feel like making multiple videos? Maybe there will be more collaborations between creators, doubling-up like podcasts seem to do more of already? Or maybe this will encourage more filler/slop, or maybe more creative time filling, with poetry, animation, behind the scenes stuff, interpretative dance? I'm looking forward to finding out!
Reminds me of how videographers had to change from horizontal to vertical filming for TikTok and the shift (if not sacrifice) that was required. Money, audience, and formatting restrictions have always shaped art, but it's disheartening these days to witness the true chokehold that a handful of companies has on the most democratized space for independent creators.
Good take as always. I really enjoy the underlying theme you currently have, basically about how we talk alters what we say, a topic that fascinates me to no end. Very happy I subscribed to this substack
i will watch ur vids no matter how long!
The point about storytelling shifting to fit the platform, it’s both fascinating and kind of sad—like, what amazing stories might we be missing out on because they don't fit into these forced formats? Platforms have turned creativity into a game of optimizing for retention and revenue, and I wonder how long until it completely changes what we value in online content.
You’re missing an important POV: Short form content (more in particular, with interest graph distribution) simply doesn’t create a loyal fan base, or true fans, which are the most valuable for any content creator. (Kevin Kelly, 1000 True Fans)
When a platform as TikTok or a feed as shorts and reels distribute content that does not help to build that type of consumer, and on top of that happens the distribution based on someone’s current interest rather than who they follow, there are not many benefits for creators to keep creating short form when they can’t leverage that effort on the long run.
For platforms on the other hand it was a way to pull away the power from creators and put the content first. “Regardless who posted it, it’s the video we choose for you that has to be interesting”
So unless you strategically use these type of feeds & platforms there is little to no advantage dor ant digital creator to actually create short form content.
The only strategical way to use it is for awareness. For example A good strategy would be using it like Hollywood uses trailers: give people a little taste of the value & those who want the whole meal can watch the 20min video.
I hope that if you make the move to a bit longer, horizontal content, the great information you have to share won't be given out in such rapidfire form as your short vertical vids do. I may be getting long in the tooth and have a harder time absorbing information that comes at me so quickly--though I definitely don't mean that you should swing the pendulum in the opposite direction! I can do quick, I just don't like to feel rushed. Your content is awesome and I want to hear and understand it all.
Am I the only one that actually prefers the longer videos then? It takes me so long to find something I actually want to watch that I probably won't even bother with it if it's less than half an hour 😕
i love u 7-11 minute long videos
As a video editor for multiple content creators on YouTube, there is essentially no benefit to posting a 7-10 minute video on the platform anymore. Creators are forced to create longer and longer content to reach profitability and in many cases it only serves to undermine the video itself. Some videos just work better in a mid length range but in the final product turn out feeling “drawn out” due to the extra plots/content that need to be added :/
unfortunately for YouTube, i have more than one adblocker that prevents mid-roll ads <3
It's no surprise that an attention-based industry is optimising for attention, but it's good to get some specifics. Thanks!
his article explains why i hate youtube. the model is that of a drug dealing network with no shortage of street dealers willing to sell poison to their neighbors for a tiny taste of the profit
it's worse than Xitter
I've recently started reading this Substack and haven't regretted!
I'm curious as to how creators will change their content to fit the longer format: whether it's longer videos but with segregated sections in more of a magazine format, or more of a longer, deeper dive. I suspect the former, but this might feel like making multiple videos? Maybe there will be more collaborations between creators, doubling-up like podcasts seem to do more of already? Or maybe this will encourage more filler/slop, or maybe more creative time filling, with poetry, animation, behind the scenes stuff, interpretative dance? I'm looking forward to finding out!
I watch most light videos at 2X, sample, and skip ahead.
Scholarly offerings typically have scripts available for review.
Videos overburdened with mandatory ads are invariably better skipped entirely.