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Short contents are the purest form of bad attention.
It goes against the goal of a creator, being to farm as much good attention as possible so it can convert into a relationship.
This is how the creator will survive in the long run.
The ultimate goal of short content is to retain the attention of users for as long as possible, by any means necessary, including using content creators as a tool instead of a partner.
Please bear with me, let me explain.
As per Nassim Taleb (the author of Anti-fragile), the more you optimize something, the more fragile it gets.
"This is the classical problem of naive optimization. You optimize on one dimension, causing hidden side effects in other dimensions."
Here is an example:
A formula 1 car is optimized for speed on smooth concrete but very bad on most other types of terrains (snow, mud, sand, humps, etc...)
A classic car is average/mediocre everywhere and can beat a formula 1 car on most other kinds of terrain. It is far less fragile.
Tiktok (and short content in general) is extremely optimized to retain attention, causing side effects on good attention.
Creators are fooled by the number of views, thinking 1 view = 1 view everywhere but most don't know short views are close to being worthless.
An easy explanation:
Let's compare the worth of 1 view (in terms of attention quality).
This is the watch time on average per viewer for:
- Cinema: 90-100 minutes
- Youtube: 4 minutes 15 secs (excluding shorts)
- Tiktok: ~10 seconds
If a viewer spends 90 minutes on each he will watch on average:
- Cinema: 1 creator's (so to speak)
- YouTube (excluding shorts): 21 creators
- Tiktok: 540 creators
Do you start to see the problem?
As a creator, you want to build a strong relationship with your audience. Do you think you can build a healthy one on a platform where viewers watch 360 creators/h?
After 10 TikTok, they already forgot about you. And they can't even find you again if they wanted, too much noise.
This is why you have:
Cinema: 15 minutes of advertisement
YouTube: ~10 seconds of ads
Tiktok: a few seconds (and they didn't fully figure it out yet, my bet is it's hard to make it worth it for advertisers, but it's another topic).
Because the better the quality and the longer the content, the higher the "ad tolerance" will be for the viewer.
But it doesn't end here.
In both YouTube and cinema, the viewer CHOSES the content he's about to watch, which means the creator has a chance to convince the viewers to watch his content:
He can:
- Be creative with his content
- Make a thumbnail
- Write a title
This is a healthy supply/demand ecosystem.
On Tiktok (and alike) the viewer DOES NOT choose the content he will watch next.
And this is PRECISELY why it's super bad attention.
The viewer isn't here to learn or entertain himself in a "healthy way" (in discovery mode), he's here to kill boredom.
Public transport, elevator, waiting room, on his couch or bed like a dead body... you name it.
Standing in line at your local supermarket? Not enough time to watch some quality content on youtube, but a perfect time to distract yourself.
You can now fill every single small gap in your life because you can't deal with your thoughts.
This is the main purpose of short content, don't get fooled.
Another issue is that it's still very early, meaning the demand for attention is waaaay higher than the supply as there's not enough content to satisfy the constant demand (17 years of content on YouTube, 2 on TikTok).
This is why it's so easy to get so many views right now.
Over time as more creators jump into the platform, it'll become harder and harder to get views.
Now I'm not a fool. I know there are winners and one can say it's an opportunity (which is true) but if you don't know what you're doing the wall you'll crash on will be hard to tank.
So here are my 4 situations where short content is worth it to me:
1️⃣ You're selling a product, in that case, if you're able to make money off of bad attention, that's a fair deal.
An example from @tweetsauce: youtube.com/shorts/cFd2c5txIvo
2️⃣ You've found a way to convert consistently bad attention into good attention. For instance by leading short content viewers to your long-format content.
3️⃣ You have no audience. In that case, any attention is good attention, but don't forget to make the shift once you're getting momentum.
4️⃣ You're experimenting with short content to sharpen your ability to catch attention or you're just having fun and don't care.
If you're not in one of these situations, you might get some attention for a few weeks, but if you think macro (at least 1 year ahead), trust me these viewers will vanish as fast as they came.
It will ALWAYS be better to invest your time into content that generates good attention (long-form content, streaming etc..), than to waste your time producing content and farm perishable attention.