Recently, I was sent a job listing. It called for a graphic designer "to produce direct response static & video ads for various social media channels, such as Facebook, TikTok, Snapchat, and YouTube." So, even though it was asking for a graphic designer, it wasn't a graphic design job—it was an advertising/social media/videography job. The career I've dedicated eight years of my life to is the bit the ad referred to as 'static'.
Ever since, I've been thinking about this idea that video is the future, and also I have been (not coincidentally) extremely depressed. Not to be all "you kids and your phones," but...
In advertising, your consumer's attention is money. Video is THE most attention-demanding form of advertising and therefore the most bang for your buck. It's why Facebook fudged their own stats for the effectiveness of pivoting to video so aggressively in the first place. If your consumer is reading something—a magazine, a poster, a book, something on their phone—then they're still listening, and if something else demands their attention, they'll just look up. If they're listening—to somebody talking, to music, to a podcast—then their eyes and hands are free to do whatever they like. They can look at the world around them, which involves many forms of competing visual advertising.
Video is a media form that doesn't stop. It keeps talking when your consumer looks up, and then keeps moving to grab their visual attention again. The best method for advertising is one that a consumer has to exert energy to not pay attention to.
(—This is why I hate video so much as somebody with ADHD. When my dopamine and blood sugar are low, focusing past someone playing TikTok audio is hard enough for me that it hurts. I've never had the same problem with radio or with like... idk, billboards. And TV is kind of bad, but at least it makes predictable sounds, whereas every person who films a TikTok with sudden screams or yelling in it is, in my opinion, going to hell.)
This is why the UI for platforms like TikTok and Instagram have autoplay, algorithms that disappear things you've seen so quickly, no scrub bars, and don't have skip or pause buttons. Your consumer has to keep their phone in hand to keep swiping or scrolling to properly engage. If that consumer can't stop a video or go back, then the platform can train them not to look up until the video is over. Anxiety that a user will lose their place or not be able to keep up with what is happening is part of what keeps them from looking away.
This is also a reason to be suspicious of why so many tech companies are obsessed with VR in general. A phone that people have to hold and look at and listen to is pretty good, right? But they can ultimately still put it down when an ad plays. It would be way better if we could put the advertising somewhere that tracks and follows their eye movements so that they literally can't look away.
We all know that text is still a better, faster, and more information-dense delivery system. Sometimes I see people mourning the pivot to video because it's a worse way to consume information. They're right! It is! But social media platforms have NO INTEREST in providing their users with like, actual reliable information. If they did, then social media companies would have no interest in AI.
(—This is also why they have no interest in fighting misinformation on their services. People who get radicalised are very engaged platform users. And the people who radicalise them come with massive budgets for ad spend.)
All social media platforms want is to get consumers hooked on their content so that they'll continue to deliver ad revenue. Video is the best way of achieving that. That's why we're all pivoting to algorithms and video. That's why Tumblr Live exists and Snapchat miraculously has not died.
Anyway. I chose to become a graphic designer.
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Transcript:
I WONDER WHAT THAT SHITTY COOK DOES TO STAY SO STRONG
MEANWHILE…
AT LAST, I HAVE FINALLY FOUND
THE FRIDGE
HOLD IT RIGHT THERE!!
DON'T EXPECT YOURSELF TO SET TO THE FRIDGE THAT EASILY!!
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Anyway I know what zepotha is now and I think the main takeaway from zepotha vs goncharov comparisons should be that tiktok is an inherently pvp type of social media where the aim is to be the most seen and most popular and content is created through trends that people will actively call that and follow in an attempt to gain popularity. And while there are posting trends on tumblr it’s not enforced and just natural changes that come about when a type of joke becomes popular. This isn’t a good environment for a project like this because a community can’t create if no one is listening and just trying to one up each other. Tumblr however is collaborative and gives space to see someone’s idea and then share that idea further with the addition of you own along with the fact that an algorithm will only show you the most popular things or what it wants you to see meanwhile on tumblr you can choose to actively join conversations and communities and you are in control. It’s not that they’re copying goncharov or even that it was marketing that’s stopping it from being good, it’s just the way tiktok is built doesn’t allow for group interaction, you can only talk at each other and not to each other which is what’s required for a successful collaborative project
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