Evolve or die.
Every time a tech company surrenders to its audience and turns to the future, it’s a mistake. The best example is Netflix saying it’s going to become a streaming company and the hoi polloi bitching that they still have to rent DVDs by mail. Who wants to stream movies? Well, despite Netflix backtracking, saying it was going to split into two companies, the streaming giant was right. Any DVD rentals in the mail recently? Never mind streaming destructive linear television while ushering in a truly golden age of television, now a superior art form. Bub tube? It is not a tube!
And Disney and HBO finally woke up, after getting over the short-term profit frenzy of licensing their shows to others.
Last row? Photo sharing is old school.
I can go back to the days of AOL and picture all the things that ruled that time that look positively weird today. Loves their regular hosting of online discussions with celebrities. Sure, we still have Reddit AMAs, but they’re not the best.
This is the history of technology, moving forward.
A personal example. I am an early adopter. I was visible online when there was very little. Therefore, I heard from all these people I knew in my life that I had lost touch with, that I was reachable. Now everyone can be reached. That’s what created Facebook, and it’s positively old school and I don’t hear from old friends anymore. And to tell you the truth, I’m not interested in watching you brag online. And I’m not interested in what you’re doing at the moment. Sharing all that… Now I know why I lost touch with you in the first place.
So TikTok is not static, it’s entertainment. Talk to any major TV streamer, they fear TikTok more than each other. TikTok consumes the lives of young ‘uns three hours a day. Left little time for streaming TV. As for the network… do these kids even have access to cable?
And TikTok is something different from Instagram, it’s about entertainment! Is it cool to see? Sure, there’s a train-wreck factor, but it’s hard to tear yourself away from the endless videos. It is the Internet hotspot in 2022 when the entire digital infrastructure is expected, part of the fabric.
So why are the Kardashians/Jenners so upset about these changes?
You see they’ve got all these followers, and so they can charge advertisers 650k to a million dollars for a post. Talk about simple money.
But one of the reasons TikTok is so successful is because it’s democratic, the winners don’t necessarily take all. Algorithms promote new and different. So, it’s like a lottery, anyone can win, as long as you buy a ticket.
But lottery does not require any skill. The number one criterion for success with TikTok is creativity, and that’s athema for the brain dead. That’s why all music sounds the same, why all movies are based on comic book characters. Because big companies with money don’t want to take any risk, they want a sure shot. But the person? They cook up all kinds of wild things in an effort to gain views and internet fame, and maybe even some money.
This is not the Kardashian/Jenner paradigm, which is built like a traditional business. That is, you create a foundation and you continue to expand upon it. You don’t want your core skills to be left out and you don’t want a level playing field.
Video is very different from stills. The Kardashians/Jenners employ makeup, airbrushing and plastic surgery for success. But when you have to move… and the most successful TikTok is the least professional. All the old standards of recorded entertainment, raw, believable, incredible, vital. how do you look much less important.
So, not everyone making bank from stills on Instagram wants it to shift to harder-to-create, much more authentic videos. They need to learn a new skill and if their posts aren’t great, the algorithm won’t favor them and…
No one is clamoring for the old photo format… look at Facebook, positively a social media outlet going on too. Adults are doing the same things they did ten years ago, trading data. Even Meta itself said you don’t do that anymore, it’s all about direct messages, texts, iMessage, that’s how you reach your bud personally. And chances are most people won’t see your posts on social media, unless…
You’re a Kardashian/Jenner with millions of followers. Only a small minority will actually see the posts, but it’s just like network television… ratings are terrible compared to the old days, but advertising on the networks is still the best way to reach the most people.
As for advertisers, they have tightened the purse strings, unsure if all the money they threw online is paying dividends. Just like patronage in music. If you want to get a big company involved in your tour, you’d better be able to demonstrate how they’ll get their money back, value, because hanging with rock stars isn’t enough anymore.
It all goes back to Steve Jobs. You don’t do any market research because it tells you where you are. And the public has no idea of the future until you provide it.
It’s no longer about personal sharing, it’s about entertainment! You have to achieve that view through quality, otherwise, the algorithm won’t bother you.
Flipping the story… you can never trust the big tech kahunas. Google has changed its algorithm, Amazon is competing with you because it charges more to play… You have to be agile to survive in the online world, if you keep doing the same thing, you will find yourself out of time. Like rock music.
Instagram just blinked, a la Netflix, but don’t expect it to last.
And as Clayton Christensen says, if a company isn’t willing to disrupt itself, it will be disrupted by someone else. In this case, Meta’s platform by TikTok.
As for the meta… it has been disrupted by Apple. Meta said tracking was good. For small companies. For business. But in truth, it was good for the company. But customers hate the lack of privacy. And so Apple allowed you to hide your identity, and now almost everyone does.
But Meta has seen the end of the road, which is why it is investing so much money in VR, i.e. Metaverse. Will Facebook succeed? That remains to be seen. But one thing’s for sure, Zuckerberg realizes that if he’s going to hang on to his reputation and keep doing what he’s been doing, he better throw the long ball.
People have already voted, they want a short video on TikTok.
It’s true that there are celebrities complaining about the changes… When have they been right?
Labels said the CD was superior to all other formats, especially traded MP3s.
Acts says you can’t cherry-pick tune.
All these complaints have been dismissed by streaming music platforms like Spotify. The public didn’t understand Spotify when it launched. But now streaming music is everything, it’s where all the money is, despite all the hype on vinyl and manipulated charts, that’s what consumers want.
A classic rock band may be able to tour its classic hits, but not a tech company In technology, you have to constantly innovate, because he who is not busy dying is busy dying.
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