Inside YouTube's attention war 👀

Hello. TikTok's latest launch, the 'Creative Cards,' offers over 100 digital prompts to spark inspiration for those struggling with content ideas.

TikTok feed is looking more like YouTube these days…

TikTok, known for bite-sized content, is now embracing longer videos with a test of 15-minute clips. This move contradicts its original short-form focus and challenges platforms like YouTube and Instagram.

Creators divided on the shift: TikTok creators share mixed feelings. Some, like Alex French, find it a natural transition for one-minute videos, but question the appeal of longer formats. Others, such as business-focused creator Dulma Altan, welcome the chance to convey more detailed messages.

Depth in a swipe-happy world: Users accustomed to quick-scrolling may pose a challenge for TikTok's longer videos. However, there's a growing recognition of the need for depth, as demonstrated by a consumer's journey from a quick purchase prompted by a short video to a more informed decision through a detailed, four-minute tutorial. The social media landscape may see a ripple effect, with platforms reconsidering long-form features.

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What’s new on platforms…

📲 Instagram:

• Instagram is beefing up its 'Close Friends' features as it battles a wave of alternative social-media apps like Lapse.

• Instagram now allows users to download short-form Reels to their smartphones, long a functionality on TikTok.

📲 Tiktok: TikTok says users spend half their time in the app watching minute+ long clips.

📲 Snap: Snapchat empowers MENA’s creator economy with new financial incentives and features.

📲 YouTube: YouTube is dipping its toes into the gaming world, offering Premium subscribers access to a collection of 37 mini-games, known as "Playables."

Instagram is now in its crisis era

Mark Zuckerberg's supposed carefree summer, dubbed "Hot Zuck Summer," just nosedived into a chaotic "Instagram Nightmare Fall." The blissful days of Meta steering clear of major scandals are over.

Instagram's shocking slip-up: The Wall Street Journal blew the lid off Instagram's messy ordeal—Reels showcasing inappropriate content of kids to unsuspecting adults. It's not just a stumble; it's a déjà vu of Facebook's past chaos. And that's not all—33 states are suing Meta, alleging it turned a blind eye to warnings about teen well-being.

Ad backlash and existential Instagram crisis: Big advertisers like Match and Bumble are hitting pause after the Journal's bombshell. The Instagram facade of glam and glitz is cracking, and the platform's internal acknowledgment of the damage of social comparison throws it into an existential crisis. "Hot Zuck Summer" is now a full-blown "Instagram Nightmare Fall."

Trending

• The YouTube “era of excess” is getting pretty boring. Taylor Lorenz shared this Game Theory video about over-optimized content on YouTube leading to what MatPat calls the “era of excess” on the platform.

• Ashley Alexander recently revealed she’s starting her own matcha brand.

• Dylan Lemay, an ice cream-focused creator, closed his ice cream shop Catch’N Ice Cream in New York City.

• Norther Ireland's social media influencers being tracked by HMRC's AI as they accept brand gifts ahead of Christmas.

Forbes 30 Under 30 2024: Social Media

Forbes has unveiled its 30 Under 30 Social Media 2024, featuring influencers like Alan Chikin Chow and Alix Earle in the $250 billion creator economy. Not just about familiar faces, it highlights behind-the-scenes contributors like Lucy Shen at Patreon and talent agents Kirby van Erkel and Sophie Wiener. Tech innovators like Fanfix and Deeptune are also making waves, showcasing the diverse landscape of online success from TikTok to Twitch. Explore the full list on Forbes to see who's making strides in the social media realm.

Tumblr axes Post Plus

Tumblr's ditching Post Plus on December 1, 2023, amid a recent downsizing move. Launched in 2021, Post Plus failed to live up to expectations, and existing content goes private in January 2024. No new content, no more charges for subscribers. Tipping survives, but Blaze, the sponsored post feature, might be on shaky ground as it struggles with server costs. The Tumblr saga continues.

Excess unleashed: Inside YouTube's attention war

Creators on YouTube are engaged in an escalating battle for audience attention, marked by a surge in extreme and attention-grabbing content.

The Game Theorists analyze the current YouTube era, emphasizing the use of psychological cues, exploitation of round numbers, and the magnetic appeal of the word "EVERY" in content strategies.

Excess as a battleground: The platform has become a battleground of one-upmanship, where excess is rewarded, a trend popularized by creators like MrBeast. Creators, like MrBeast and others across various verticals, embrace the "$1 vs $10,000" formula to capture attention, illustrating the competitive landscape.

Algorithmic influence and potential shift: YouTube's algorithm, designed for shorter attention spans, shapes content creation with rapid-fire transitions and addictive styles, mirroring TikTok's influence. While creators currently prioritize virality over narrative depth, there's a potential shift on the horizon as audiences tire of redundancy, creating an opportunity for innovative creators to usher in a new era on YouTube.

Reading list

💬 Former staffers of MrBeast explain what it's like to work for the top YouTuber, from crashing trains to go-karting in Japan.

🍕 TikTok creators are increasingly tapping into food-centric content — and brands are following.

📈 Friendly foreign influencers win growing following in China.

👋 Meet Nonna Licia, 93, one of the world's top influencers.