Platforms Are Already Giving Up On Short Form Content

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Companies are already giving up on short-form content and pivoting back to their main sources of revenue whether that be the Instagram feed or long-form video. This may seem confusing at first glance as the media would have you believe that everyone’s attention span is shrinking and that short-form content is the future, but this is really not true. First of all, most creators use short-form content as a springboard for long-form content, music videos, etc. So, short-form content falls short when it comes to building up a loyal base of creators. Additionally, advertisers aren’t exactly enthusiastic when it comes to advertising on short-form content. In fact, based on ad rates, they're 100X less willing to push ads on shorts. And finally, as for the audience, just because short-form content is popular doesn’t mean that the interest in long-form content is dying. In fact, it’s likely that they coexist and finds some sort of stable equilibrium. This video explains the various reasons companies are pivoting back to their main sources of revenue and pulling back on short-form content.

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Timestamps:
0:00 - Short Form Fatigue
2:18 - Unloyal Creators
5:33 - Hesitant Advertisers
8:51 - A Waning Audience
11:34 - The Fate Of Shorts

Resources:

Disclaimer:
This video is not a solicitation or personal financial advice. All investing involves risk. Please do your own research.

[kimchi_taco]

Whenever I watch a bunch of shorts, I feel very bad about wasting my time.

[danielvasquez]

People do have short term attention spans, but the content themselves is so immature and forgettable that no one wants to stay long term!! Podcasts and documentary like videos are here to stay though!! Something long where you can sit down and kill some time or eat a meal with is the goal!!

[DogsTruckinOz]

YouTube should consider giving premium users the option to turn off shorts. It would give them data on behaviour and choices, users are already paying anyways. It would also serve to foster longer quality engaging content which YouTube knows keeps viewers connected to creators.

[YahiaH]

I'm a social media marketeer, been doing this for the last 10 years. A big part of short form's quick rise and subsequent drop is due to state of mind. You have 2 main factors to take into consideration:

1. Proximity, long form demands more attention and gives creators a better chance to connect with audiences meanwhile allowing audience to relate to and connect better with the creators.
- more human -

2. Mind set, audience mind set in when consuming short form is generally for mindless entertainment, long form is usually engaged. Think, volume on tucked in bed vs metro or waiting in line for your coffee.
- lean back vs lean forward consumption -
Quibi's failure on the audience front is a good example of the above.

[miketran]

The reason I hate Shorts so much is because I noticed it started to effect my long term memory by making my brain ignore short term memories by watching forgettable shorts, short term memories is needed to form long term memories. It also made me loose attention span on important tasks. I also notice this with people around me. I'm no scientist but I'm sure it will be proven years from now by people with Phd's that Shorts actually harm you brain development.

[THSimagery]

This makes me happy. I’m a photographer, Videographer, I’m not a social media influencer. I don’t wanna make goofy pictures of me, dancing with my camera, or what frustrates me about my customer. I just want to post my work interact with my community and be at peace. Snagging some new customers is also a bonus.

[ExplainingComputers]

Excellent video. I always thought short-form was a fad. And I never understood why those of us who earn our living on YouTube as film makers and/or educators would want to switch to a totally different kind of media. There has been a lot of pressure from YouTube to get creators to post shorts. But it does seem like the trend is now turning.

[xjet]

YouTube doesn't offer a way to filter *only* shorts out of search results -- which idicates that they're pretty aware that most people find shorts to be a far less attractive element of the service. Shorts simply pollute those search results and mean that if you choose >4 minutes as the filter criteria so as to elminated them, you can also lose a bunch of good 2-4 minute videos as well. Shorts are the devil's work! 🙂

[DodaGarcia]

Can't come soon enough, honestly. As a musician it's very difficult to get a viewer to stay invested in a performance on short-form platforms, and as a video creator in general I've always hated the limitations of the vertical format. It's simply not natural to how we perceive the world, and while many things that aren't natural to us have become second nature, that usually takes a better incentive than "you don't have to turn your phone".

[slickest]

As someone who blew up on tiktok in 2021 and is turning it into a creator business, this is all super accurate. I post the same video to 4 different platforms, because none of them are loyal to me. The end goal is to post long-form youtube videos and build a stable business out of it.

[PhilipExperience]

I think the reason is that you worked out short form can be a waste of time, Long form content and live streams have much more value.

[Killerkraft]

The ads point definitely holds true. When you see ads on tiktok it feels too much. Like the advertisers are trying so hard to make it 'not obvious' but ends up making it super obvious and i lose respect for the company and brand because the ad wasn't even well made

[omarchristie]

they said our attention span was too short for long content.
So, they create short content.
But they didn't foresee that our attention span would eventually become too short for short content.
Bring on micro content 😂😂!

[nicoh]

This video was very well done. I agree with the sentiment. I think doing YouTube shorts is the best way for creators to go. You can directly link full length videos in the comment second and the user does not have to leave the platform. I find myself scrolling reels and following the content to its long form if the creator is able to capture my attention and curiosity from the 60 seconds they have.

[ggmegagod]

I remember watching this one video that this one TikTok had like 10 million followers, she was hosting convention and barely anyone came it’s just that no one could build an attachment to these people who make short because the people who watched it forget about you right after

[TheHomestretchAD]

Instagram’s forced reels on creators. The algorithm punished creators who didn’t make reels. Views and engagement on all other posts plummeted. Now I’m noticing photos gaining likes again.

[danielBAC]

My attention span is too short for YouTube shorts that I instantly swipe up the moment I see an ad.

[ManCaverTools]

I deleted my Tiktoc, Facebook and Instagram accounts a while ago. I even had a few videos in the millions of views on tick-tock. I don't care. Those platforms are useless and promote mindless scrolling or swiping. Youtube is the best platform to be involved with. Viewers actually learn stuff here. Stick with YouTube everyone.

[imablackmanontheinternetca]

I disagree with the "our attention spans are getting shorter" statements that people (mainly 99.999% of boomers) keep saying. It's not that our attention span is shorter is just content has gotten so weak, generic and predictable that it's just not worth watching or even digestable. I can tell what's going to happen within 5 seconds of seeing the content today or I just get bored with the content itself because it's so weak. Perfect example of this is movies today. The vast majority of movies coming out today are the same ole predictable story lines with the same reused IPs so of course my attention span is going to be shorter with this. As a matter of fact, it's not my attention span that's getting shorter it's my tolerance for the content today that's getting shorter 🤷🏿‍♂️

[dr.kawasaki]

It's too short, it short circuited, everyone back to what you guys did best,

Insta- pictures

Face- groups

Youtube- fake B videos