Short Form Takeover

In Beats + Bytes by Nue Agency

People’s attention spans are proven to be shorter than ever, which is why it’s no surprise that short-form video continues to gain traction.

No, I’m not talking about Quibi. Without any “hits,” the platform feels dead in year 1. Chalk it up to Covid if you must, but nobody is choosing to watch 8-minute videos on the go (on their phones) during a pandemic. It doesn’t help that no one is on the go 😉

Meanwhile, with its limitless virality, TikTok has become one of the most entertaining things on Earth. Once you start scrolling, it’s hard to look away. Between the filters, dances, and creativity, along with the platform’s algorithmic ability to launch videos into the viral stratosphere, it’s an amazing app to play with. Is it truly Chinese spyware? At this point, what platform doesn’t feel like part of Orwell’s big brother bad dream?

Facebook hopped into the short-form game with their TikTok copycat, Reels. The businessman in me respects Facebook’s successful tactic of copy-and-scale, which they clearly learned from Microsoft… But the left brain is distraught by their lack of innovation and value add for the consumer. That said, Reels is starting to stick.

There is another kid on the block, though. Triller is pushing the needle, shaping culture, and hoping to be the best of all worlds. A lot has to do with their savvy team. But will it work?

This week with SMW+ we are shooting EIGHT episodes of Beats, Bytes & Brands, co-hosted by the brilliant Bonin Bough, Chief Growth Officer of Triller. We’ll be diving into various aspects of music including the importance of crafting a music strategy, how to approach artist partnerships, the power of playlist culture, the state of live-streaming, the importance of indie artists, gaming’s role, and more. I will interview a different expert on each episode.

This Friday at 3PM EST, I’m also speaking with the inspiring, Chief Brand Officer of Triller, Justine Watkins, as part of the Digital Media Wire lunch series. Learn about what they’re doing from a brand perspective, where they’re going, and what it means to build a brand like theirs in 2020. RSVP here.