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A Summary of

To Win Short-Form Video, Look Away From the Creator

Shreya Sudarshana
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The short-form video market

  • TikTok’s accurate algorithm and low barriers for content creation has propelled its industry leading engagement and growth.
  • Their success is due to their ability to understand the average user – lurkers who consume without creating content.

TikTok’s unique features

  • Any user can go viral
  • The creator fund fuels content creation
  • Powerful recommendation algorithm provides users relatability within a community

Challenges for competitors

  • Instagram Reels – finding the balance between friends/family community and community with strangers
  • Triller – caters to creators and rising stars instead of smaller niche communities TikTok's able to dominate the short-term video social platform market largely because of the abundant communities it fosters for lurkers.
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