Shulou(Shulou.com)11/24 Report--

Beijing, August 24 (Xinhua) after the popularity and success of TikTok, major American technology companies are scrambling to enter short videos from Meta to Youtube. Recently, top Wall Street analysts said that short videos have caused a lot of problems for platforms, creators and advertisers.

▲ short video products

In a short period of five years, TikTok has become popular all over the world, and many technology companies have become "TikTok", of which the most eye-catching "clone" is the Reels launched on Instagram in 2020. In the same year, Snapchat launched Snapchat Spotlight, followed by YouTube Shorts, Pinterest's Idea Pins and Netflix's Fast Laughs. Amazon has also joined the game and is said to be testing a similar product called Inspire.

More and more people in ▲ are keen on browsing short videos.

The development of short video is inseparable from the algorithm, which pushes the most appropriate content directly to the user, and every time you click on the video, it will bring the impact of endorphins. "the effect of pleasure is instantaneous, but it will soon disappear, prompting users to seek another kind of 'pleasure', which is incredibly addictive."

Although the Internet is always updated, "evolve or die", and short videos are only the latest media evolution, analysts see potential drawbacks in terms of users, professional creators and advertisers. Human attention is likely to weaken further, while the business of platforms, creators and advertisers faces depreciation as short videos may "structurally dilute the monetization of user time across the digital advertising industry".

Analysts believe that at present, the ability to respond directly to advertisements in short videos is limited and, in some cases, does not even exist. Direct response advertising refers to prompting users to do something, such as clicking, registering or buying, to give advertisers a better understanding of whether their ads are effective and how much they should pay for them.

More and more social media types of content are converted to short videos, and even text, pictures and news reports on almost all social platforms are likely to be replaced by short videos. If companies such as Facebook, YouTube and TikTok fail to figure out how to make direct response ads work in short videos, "the consequences could be serious," analysts warn.

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