The Problem With TikTok
Why you should focus on long form content
If I had to sum up the problem with short-form video for businesses I would say this: People on YouTube watch your channel. On TikTok, they just watch TikTok.
That’s the real reason why I always say that 1 YouTube view = 1000 views on TikTok.
Long form video vs. short form video
Anyone who knows anything about copywriting knows that longform copy converts better than shortform.
There’s something about the human brain that resists this fact.
Everyone talks about declining attention spans.
It’s true, people are losing the ability to focus on things…
Unless they’re EXTREMELY interested.
When it’s something that people care about, all of a sudden they gain the ability to focus for extraordinary amounts of time.
Look at this video showing how a kid behaves when watching a math video vs. watching Star Wars.
Just like that, the ADHD-ish body language goes away when it’s something he’s interested in.
The same thing applies to adults.
Instead of trying to grab the attention of random people who have no interest in what you’re selling, you should try to nurture and grow the attention of people who are ALREADY at least semi-interested.
When you pump out long-form videos you become a part of people’s day. They put on your latest video as an almost addictive behavior. When you don’t post a video they actually get disappointed.
Yes, they usually just play the video in the background and don’t pay full attention.
But it doesn’t matter.
You don’t have to get people to hang on your every word for your efforts to be worthwhile.
They’re literally addicted to the sound of your voice (or the voice of whoever the face of your brand is). Even if they aren’t going to buy today or one month or six months from now, as long as they keep watching your content they WILL buy from you when they’re ready.
You just have to keep creating videos for them to consume.
Why this doesn’t work with short-form video
The very nature of short-form video makes it hard to build an audience.