In the past, I’ve only seen coverage of Edits focus on four things:How this is a popular form of content that is only being created more and moreHow those who create Edits have the ability to make clips take on an entirely new meaning and provoke strong emotions in viewers How they’re geared towards TV, film, and music – as that’s the realm of culture this form of media originated And lastly, the debate around Edits in terms of copyright and/or other infringementsBut today, we’re covering how the power of TikTok Edits is far greater than just those observations. Because as this person stated, “You can convince people of anything if you put it in a TikTok with a catchy sound.”

Edits now play an integral role in how people get introduced to topics and how they continue to keep up with them. While Edits have had various evolutions, in their current form, they can be defined as “compilation videos, typically set to music, that convey a narrative about a person, place, thing, or cultural topic.”

A Pivot To Video tends to arrive in stages, with each stage being more expensive and producing less interesting content as things progress. Usually it goes like this: The experimentation phase, the factory phase, and the bloat phase. A great editor I worked for during the second Pivot To Video, roughly 2013-2017, who, herself worked through the first, roughly 2003-2007, described it as a massive waste of resources that wastes more resources as it becomes clearer to everyone not directly involved how much of a waste of resources it is.

It’s a fundamental issue with video as a medium that online platforms haven’t fixed and, I suspect, never will because it makes user-generated content platforms feel more professional and consistent. Like TV. The cost to produce video content always balloons as you add more people, more tools, more structure to the workflow, pushing out smaller creators and teams. And even with the pandemic lowering the barrier of entry for making video online considerably, it’s still happening again. We’re in the bloat phase now.

MrBeast, the platform’s biggest star, is spending between $3-$5 million per video right now, up from around $200,000 a video just a few years ago. To put that absolutely outrageous number in perspective, a MrBeast video is roughly the same cost per video as any episode from the first five seasons of Game Of Thrones.

Guides last year were saying you had to capture viewers in the first three seconds. I’ve read a few guides from this year that are now saying hooking a TikTok user has to happen in the first 1.5 seconds. There’s an oft-quoted “shoeshine boy” theory of markets, usually attributed to Joe Kennedy in the late 1920s, who said that when the boy shining his shoes had stock tips, he knew the market was about to collapse. Well, here’s a similar rule for digital video: If you’re trying to optimize your video in microseconds, the video pivot is probably already over.

YouTube is laser-focused on capturing the world’s televisions. In fact, the platform’s CEO, Neal Mohan announced yesterday that the platform is adding even more features for YouTube’s TV app. And TikTok, if it’s not banned or whatever, is trying to use its massive inventory of short-form video content to prop up both a search engine and an e-commerce operation. And we haven’t even talked about Meta’s video products here. There is simply no incentive for these platforms to regress even though users seem to want them to.

Tastes are clearly changing. The Washington Post article pointed to Sam Sulek, a giant muscleman on YouTube who posts 30-minute workout vlogs with barely any editing as a possible direction this is all headed in. I tried watching one of his recent videos and I’m not even sure it has any cuts in it? It’s possible that’s what’s coming next, but it’s less certain if platforms will, or rather can, allow it. Time to find out if they know how to pivot.

if you go into the Shanghai City Guide, it’s easy to put together a list of must-visit restaurants or family-friendly activities. Plus, not only is it easy to create bookmarks of places you want to save, but you can also browse other public bookmarks curated by creators and influencers, and then sort the bookmarks by location or distance. This type of bookmark discovery is a completely different use case than how we use Google Maps or Yelp today. Our Western location-based platforms use a manual, search-based process that primarily works for high-intent discovery. In contrast, thanks to the algorithms and user behavior on Douyin, the app can push new places to a user that he or she would never have thought to search for. Short video effectively enables the continuous discovery of the best places around you, and it gets better with every swipe as the platform better understands you and your interests.