I watched an interesting interview with Colin and Samir and one of the things they mentioned was the effect of short-form swipe content:

You can watch 30 TikToks from the same creator, yet not know their name. This is different from YouTube in that creators build communities. You could watch 2 YouTube videos from the same YouTube creator and you would know their name.

This is proven true by the recent VidCon event where TikTokers with millions of followers experienced a no-show to their meet and greet, all the while watching YouTubers with fewer followers than they, draw full crowds.

Here's why it matters...

This outlines the importance of long-form content.

Many of the streetwear brands I work with to create content strategies mention brand awareness. Are today's largest reach platforms, like TikTo ...