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Published: Sep 14, 2020
Uploaded: June 7, 2021
Quibi, Go90, Vine. I’m sure only one of these platforms has come to mind that you remember for a specific reason. Engagement.
Over the past 12 years, I’ve seen many apps come and go that attempt to become the next biggest thing in video entertainment, which is a tremendous feat by itself. It doesn’t work unless you dedicate your time to creating nothing but memorable and engaging content. That’s the problem that these short-form video platforms have like Go90 and Quibi which both are products of their time. While Vine and currently TikTok could be lumped in those categories, but they have taken a far more different approach to online short videos.
Priority has to be made to these platforms for them to be more interesting to their target demographic. I believe not many people are interested in seeing traditional television and film productions in the format that we would normally associate amateur “at-home” videos. If you are trying to convince your audience to be forced to watch something that is over one or two minutes that doesn’t add much value when they could spend more time to watch something more engaging and far more capable of telling a decent story without having the disconnection of proper storytelling.
Vine and TikTok are much more persistent platforms because there is no time to waste on anything, if you have to make a point or observation about something that is impactful and can make their audience feel satisfied or entertained, you’ve done it right.
Another is the content that’s made, when we take a small time out of our day to keep distracted, we like to observe how others are living theirs from our curiosity. We as individuals already understand how to keep each other focused and cater to each of our tastes. It’s much harder to create something that traditionally has to be shown to so many people before any talks of distribution can be made. Which causes a significant delay and disconnection between a group of production people and their audience.
Innovation is good, but making the same mistakes won’t fix anything. If you are looking to shake up the landscape and want to make people imagine what they’d do without the impact of your product. But making mistakes of predecessors and not acknowledging that is a little concerning. Adapt and overcome. In the future, if you’re looking for any reason to maker a short video content app. Make something you’re proud of instead of the bastard child of your company.
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