📓 The Creativ Brief: The Rise of Short Form content: My Gen Z Perspective
Google cuts a deal with California to support local newsrooms, The NBA requests a lawsuit dismissal, Edgar Bronfman Jr. draws out of Paramount Bid.
Over the past few months, I’ve noticed something interesting happening in my own family. My dad, who still types with one finger and uses Facebook to connect with old friends (does anyone even do that anymore?), has started DMing me Instagram Reels and Youtube Shorts—cat videos, talented guitar players, plane stunts, you name it. Meta has lured him in, just like the rest of us.
The way short-form content has bridged generational gaps is fascinating. Platforms like Instagram, YouTube, and TikTok have refined their algorithms to captivate every demographic, from Gen alpha to boomers. YouTube used to recommend me 30-minute “Hot Ones” interviews or 10-minute Celtics game recaps, but now my homepage displays 15-second podcast clips and quick game highlights. The same shift has been happening for many demographics.
Every social media app— LinkedIn, Instagram, YouTube, Snapchat, Facebook, even Spotify—is competing for our attention with short-form videos that keep us endlessly scrolling. But why?
Advertising revenue from short-form video is not nearly as lucrative for both distribution platforms and creators compared to long-form content. But the problem is that platforms realize they can’t hold users’ attention with 45-minute videos dominating their homepages. A new approach to guiding users toward long-form content has emerged, and it’s all about easing them in:
Old Method: Social distribution platforms such as YouTube used to focus on recommending longer content—like full-length interviews, gaming streams, and sports games—aiming to keep users engaged with a single piece of content for an extended period. The strategy was to build loyal fans through sustained engagement, generating longer ad view times, and reinforcing a positive feedback loop where users would return for more of the same long, episodic content.
New Method: Now, platforms are prioritizing short-form content (15 seconds to 1 minute), offering a rapid-fire variety of topics tailored to individual viewers. The goal is to keep users on the platform by capturing their attention with quick, engaging snippets, with the purpose of leading them to discover content and creators they like. This shift has altered the feedback loop, encouraging users to explore creators’ longer content after being drawn in by relevant short form clips.
The content we enjoy and engage with changes quickly, and social platforms will keep evolving to stay ahead in the race for our attention.
(This weeks brief written by Miles Mahoney)
3 Stories Dominating Media and Tech Headlines
Google has joined a $250 million deal with California to support local newsrooms, providing a significant financial boost to an industry suffering from layoffs and declining revenue. The deal, while offering much-needed funds, has been criticized as a way for Google to avoid legislation that would have required tech companies to pay for the news content they profit from.
Why it matters: This development highlights the ongoing tension between Big Tech and the news industry, raising questions about the sustainability of journalism in the digital age.
The NBA has asked the New York Supreme Court to dismiss a lawsuit from Warner Bros. Discovery, which claims the league breached its contract by rejecting WBD's media rights offer in favor of Amazon's. The NBA argues that WBD's attempt to match Amazon's offer was not valid because it altered key terms, including distribution rights and payment structures, effectively making it a counteroffer.
Why it matters: This situation highlights the ongoing battle over media rights in the sports industry, as streaming platforms increasingly compete with traditional broadcasters for lucrative content deals.
Edgar Bronfman Jr. has withdrawn from the bidding war for Paramount Global, clearing the path for Skydance Media to take control of Shari Redstone's media empire. Bronfman's exit came after failing to secure the necessary equity financing, while Skydance now moves forward with its acquisition, expected to close in the first half of 2025, pending regulatory approval.
Why it matters: This development underscores the shifting power dynamics in the media industry, where established players face increasing competition from emerging studios like Skydance in high-stakes acquisitions.
Creativ Spotlight - SpecialGuestX AI Short Film featured in Forbes
This AI Short Film, produced by SpecialGuestX and directed by its creative director, Lucas O. Estefanell, is a contemplation of the worlds that live “within” AI, which gradually reveal themselves to the prompter. SGX used Midjourney 6.1 for images, Runway Gen-3 for animation, and created voices with Elevenlabs.
Stat of the Week - B2B Marketers are focusing on Social Media
Over 40% of B2B marketers in North America and Europe intend to increase their distribution of social media content (46%) and video (41%) this year, according to April 2024 data from 10Fold and Sapio Research.
Driving this trend is the emergence of Gen Z B2B buyers—digital natives who are used to turning to social media for advice and product information.
This shift underscores how crucial social media has become in B2B marketing, pushing brands to adapt their strategies to connect with a new generation of digital-native buyers.
One Fun Thing - Bahamas
I finished off the summer strong with a trip to the Bahamas with some friends. Nothing like getting some tropical sunshine in before labor day. Hope everyone has a great long weekend! Cheers everyone!!