- 8 Aug 2005
- 7,316
- 3,727
I noticed there weren't any discussions about this already, and it's been something I think about occasionally but never bother talking about.
So, as a geriatric millennial...
Although I don't use the platform itself, and have never even made an account... there's no doubt it's driven how media is consumed these days. Much like how platforms I've never even engaged on have driven meme culture or internet slang, TikTok has driven the widespread adoption of the short form video. Youtube shorts, Instagram reels, Facebook stories... all just rip on the TikTok formula, and oftentimes are flooded with reposts directly from TikTok. These days, I'm sure content creators simply shotgun their videos across every platform they can.
Online video took a long time to take off, mainly because it took a while for technology to catch up with the demands of serving on-demand video. Video files are "heavy," and it took a while for devices smaller than a computer to handle them. When smartphones took over and started gaining a larger share of screen time, one of the approaches was to serve video in smaller chunks that didn't tax mobile infrastructure as much. Enter the short-form video format.
It started with Vine, who introduced the six second video. It was actually impressive how creative some people could be in such a short window. As with all things online, they're best when they're new and yet to be exploited or befouled. Since the content is short, it's easy to rack up views and engagement. At its zenith, Vine had 200 million users in 2015, and was the epicenter for viral jokes and challenges such as flipping water bottles and getting dunked with buckets of ice water, which actually demonstrated the platform's social impact for good (as it raised funds for ALS research that actually bore some fruit). Although it was clearly onto something that people found engaging, I don't know if Vine had figured out its own business model or what, because it was killed by Twitter in 2016.
For businesses, your engagement analytics make it easier to target you with advertisement. Ads support the platform, which exists to serve ads. I hate that this was the only capital that seemed to matter, so all the platform developers have naturally trended towards volatile and negative content. Anger is a stronger motivator of engagement. You can like something quietly, but hate is a tinderbox. All the entrepreneur cares is that revenue is up because engagement is up. And besides, if you don't serve it up, the next guy will. So maybe they drop their moderation levels, and the platform attracts more negativity (a la Twitter and Facebook). Unmoderated space inevitably get filled with the Mr. Hyde treatment, the dark side of human potential and creativity.
TikTok wasn't its first competitor, but it had the right timing to fill that void, and became itself a viral platform designed to make stuff go viral. It started as a music app that created easy templates for people to meme-ify their videos. Dances and "challenges" spread like the chain letters of old, making it easy for people all around the world feel like they were participating in something... And the platform used user data to build algorithms to keep people engaged and scrolling. Shrinking video content to bite sized chunks, short form content has really become the opiate of the masses, capable of capturing the entire range of time, from a few seconds at a stoplight, to hours of doomscrolling. This constitutes an enormous amount of human attention, which has become the precious resource of the internet age.
And now, we're on the verge of having TikTok banned in the US... though who knows what will really happen with all that.
The worst effect of all this is that our access to information has effectively killed our attention spans, to the point that spending any amount of time on something that isn't immediately gratifying has become a luxury of sorts. Even if you're consuming "educational" content, because the content bounces around so much you end up retaining very little of what you've been watching. And I've been finding it less and less gratifying to spend so much time with technology to fill the void of boredom, rather than do something productive. Although I enjoy creating things I find sharing them rather tedious, and I'm just not addicted to attention the way the business model wants me to be.
While I was looking up the history of Vine, I saw that a cofounder went on to make a platform that serves up looping videos between TWO and six seconds, showing that we haven't found the true minimum unit of human attention yet. At this point, I gotta tap out and find ways to rebuild my ability to focus. I think I'm going to take up kumiko woodworking.
So, as a geriatric millennial...
Although I don't use the platform itself, and have never even made an account... there's no doubt it's driven how media is consumed these days. Much like how platforms I've never even engaged on have driven meme culture or internet slang, TikTok has driven the widespread adoption of the short form video. Youtube shorts, Instagram reels, Facebook stories... all just rip on the TikTok formula, and oftentimes are flooded with reposts directly from TikTok. These days, I'm sure content creators simply shotgun their videos across every platform they can.
Online video took a long time to take off, mainly because it took a while for technology to catch up with the demands of serving on-demand video. Video files are "heavy," and it took a while for devices smaller than a computer to handle them. When smartphones took over and started gaining a larger share of screen time, one of the approaches was to serve video in smaller chunks that didn't tax mobile infrastructure as much. Enter the short-form video format.
It started with Vine, who introduced the six second video. It was actually impressive how creative some people could be in such a short window. As with all things online, they're best when they're new and yet to be exploited or befouled. Since the content is short, it's easy to rack up views and engagement. At its zenith, Vine had 200 million users in 2015, and was the epicenter for viral jokes and challenges such as flipping water bottles and getting dunked with buckets of ice water, which actually demonstrated the platform's social impact for good (as it raised funds for ALS research that actually bore some fruit). Although it was clearly onto something that people found engaging, I don't know if Vine had figured out its own business model or what, because it was killed by Twitter in 2016.
For businesses, your engagement analytics make it easier to target you with advertisement. Ads support the platform, which exists to serve ads. I hate that this was the only capital that seemed to matter, so all the platform developers have naturally trended towards volatile and negative content. Anger is a stronger motivator of engagement. You can like something quietly, but hate is a tinderbox. All the entrepreneur cares is that revenue is up because engagement is up. And besides, if you don't serve it up, the next guy will. So maybe they drop their moderation levels, and the platform attracts more negativity (a la Twitter and Facebook). Unmoderated space inevitably get filled with the Mr. Hyde treatment, the dark side of human potential and creativity.
TikTok wasn't its first competitor, but it had the right timing to fill that void, and became itself a viral platform designed to make stuff go viral. It started as a music app that created easy templates for people to meme-ify their videos. Dances and "challenges" spread like the chain letters of old, making it easy for people all around the world feel like they were participating in something... And the platform used user data to build algorithms to keep people engaged and scrolling. Shrinking video content to bite sized chunks, short form content has really become the opiate of the masses, capable of capturing the entire range of time, from a few seconds at a stoplight, to hours of doomscrolling. This constitutes an enormous amount of human attention, which has become the precious resource of the internet age.
And now, we're on the verge of having TikTok banned in the US... though who knows what will really happen with all that.
The worst effect of all this is that our access to information has effectively killed our attention spans, to the point that spending any amount of time on something that isn't immediately gratifying has become a luxury of sorts. Even if you're consuming "educational" content, because the content bounces around so much you end up retaining very little of what you've been watching. And I've been finding it less and less gratifying to spend so much time with technology to fill the void of boredom, rather than do something productive. Although I enjoy creating things I find sharing them rather tedious, and I'm just not addicted to attention the way the business model wants me to be.
While I was looking up the history of Vine, I saw that a cofounder went on to make a platform that serves up looping videos between TWO and six seconds, showing that we haven't found the true minimum unit of human attention yet. At this point, I gotta tap out and find ways to rebuild my ability to focus. I think I'm going to take up kumiko woodworking.

