TikTok Broke YouTube. Now What?
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- Опубліковано 7 лис 2023
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TikTok has taken the world of video by storm. UA-cam is struggling and it looks like the new guy in town is beating the big guy. But UA-cam has a secret weapon that it can use not only to win, but to change the dynamics of the internet forever.
🖖 Hey! I'm Enrico and I am a Product Manager working in tech. On this channel I go behind the scenes of the design, psychology and stories behind technology and the products we use everyday. - Наука та технологія
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They should stop chasing TikTok. Stick to what you do. When a new trend hits, you can’t just copy the leader. They started investing into streaming, then they gave up on it.
The should....
nah
they want more money: shareholders.
Lol . what UA-cam dose best is free speech censorship and social communication reeducation / manipulation . More bullshit scam products advertising - and truth genuine knowledge seeking channels facing increasing - trolling A.I. BOT censorship .
In favour of fake news and United Nations 🇺🇳🤦🏻♀️ social engineering on the environmental sector - ignoring the natural / global environmental cycles of the change’s earth has ALWAYS transitioned through , regardless of the existence of humanity .
I agree. TikTok is a downward spiral of addiction. It's why I deleted it. Now I have the same problem with UA-cam
That is easier said than done. Don’t forget, google needs its investors. Most investors are bad investors, that is the funny thing about wallstreet, and especially some people investing. That is, most investors demand stability over innovation. Slow and stable progress over radical change. However, you never create something new without risks. UA-cam needs to appease the worries of investors. They need to spend some of their budget ‘pretending to work’ so the investors feel secure. It is counterproductive but it does make sense. It also means the problems of inefficiency will persist and are predictable. Just like how they could have waited for the launch of Bard, they released it too early. Essentially it is the economic equivalent of “i am working, look at this” while you know you haven’t been working and just hope and pray.
even if it fails or it's not ideal for the platform, by launching their own version they can have an outlet to collect data and experiment while they use that data to build a better version of it in the future or tweak the main part of the platform accordingly.
Also, the population is aging, we want the platform to be ideal for us but the people that platforms now need to target to stay relevant and prevent themselves from becoming _the dead platform for a different generation_ is to target Gen X, Z, and Alpha, in order to be their first choice brand/platform as they become the economy.
UA-cam is dying because it has too many stupid advertisements.
We do not like to be force fed advertisements.
How the hell do you think a business runs? I take you like to work for nothing? The simple solution is to pay for the subscription. 🥴🤪
@@pohkeee they didn't say the presence of ads at all was an issue, they said the quantity of ads was.
I don't disagree but it's a bit of a chicken and egg problem - the status quo is changing so UA-cam focuses more on the bottom line to not lose their market share - which changes the status quo even more. Etc etc.
That's how business world. If you are not paying to access something then ads will be the game
I do not care about advertisements.
I'm capable of making own decisions: I dont need solar panels, a new car or the latest album on some streaming platform of some autotune hip hopper.
UA-cam is just getting bad. Overload of ads, rubbish search. Even subscribing to your favorite channels doesn't mean they'll be first in the suggestions. My suggestions list is full of rubbish I'll never watch. I manually have to go through my subscribers to make sure I don't miss something. That's not right!
Let's not forget everyone making the youtube shooter a religion.
UA-cam should stop thinking this is an ad first site, and a creator space second. Tone down the strikes and DMCAs settings, pay more for its creators instead of bread crumbs, start recommending small channels more, and big ones a little less. Stop the obvious bias in the explore tab, show me videos akin to my watch history, and last but not least:
Treat creators better, this site is only a thing because of us.
Now that i think about it youtube really used to recommend small channels i dont remember in which year but yes that didnt last long
@@kirdot2011 Some big names on the platform started doing videos complaining about it, they didn't like being shown videos with only a couple of views. I'm not saying they're the culprits, but it's a coincidence.
@@GabrielOnuris The big names heed to STFU and deal with it. We have as much right to exist and go mainstream as they do,
> Tone down the strikes and DMCAs settings
That's just absolutely impossible for a site as large as YT.
If even a single big media publisher decides to pull out because they found a few things they _couldn't_ rightfully copyright strike, YT is basically over. Like it or not, they're the ones benefitting from it, and conversely giving back to YT by letting people use their content.
There might be an incredibly large number of false strikes, but there is an overwhelmingly, massively large number of perfectly valid ones. I, too, feel personally impacted by the false ones, but it's pretty clear to me why they are a necessary sacrifice in order to keep this site working, and to actually let its users monetize their videos (which is still such a huge deal, and people don't appreciate it enough)
The only thing they can (and absolutely should) do is make false strikes have some consequences for the accuser, and to have _no_ consequences for the victim.
UA-cam wants to go to the good old days of broadcast TV. Back then you had to watch what they gave you and could force feed advertising. Like most rich middle-aged geniuses, they are not keeping up with technology.
UA-cam was supposed to be like where Tik Tok and Twitch are today but they became what we used to think of Cable TV in 2005.
Stuff that stupid idea one way media is dead. People now two-way or multi-way media where they can interact and communicate with each other and even create and share their own contents.
Having short-form content lead to long-form makes me think of how even movies trailers these days have to hype the upcoming trailer to 10 seconds worth of scenes from the trailer before it starts.
UA-cam Short's recommendation algorithm is utter trash. I get recommended videos I've watched several times, sometimes in the same day. TikTok would never recommend the same video to me twice
UA-cam has been around in my life since pretty much the first times i developed the ability to think and remember stuff,if i had to choose one app that would "dominate"the world and the future,it would be youtube.
Timtok does not have quality content, most are junk or unworthy video where the good ones awere ripped from UA-cam. Also, the platform curate the content not by user preference, more than half the time are spent on screening the video, I don't think affordable users are there based on cheap looking Ads.
Exactly! If you've seen the documentary about how and with what goal tiktok was created youd know that tiktoks only goal is to make you addicted brainwashed and dumb. Where youtube actually has educational content
UA-cam isn’t dying. TikTok being more addictive and time wasting does not mean that it is winning or more sucessful: it means that it’s a problem. For me: UA-cam integrating more and more ways for me to waste my time is scary. I prefered it when UA-cam was the best way to find new i formative deep dives, and instructions for projects and skills. Shorts is just mainly a vapid time drain. If you search a subject: it doesn’t even continue showing you videos of that subject: it soon throws you into a spiral of unrelated vapid videos.
I do not have tick tack. I do have you tube
💯
I don’t even use UA-cam search anymore and use invidious or Piped for searching videos that I then watch on youtube
Exactly that. "Others also searched" I DON'T FUCKING CARE ! I GAVE A SEARCH PROMPT ! LOOK FOR IT, "SEARCH". Same with Google's regular web search: It has a dedicated image- and video search but throws results from that in my regular search anyway when I chose not to use it, indicating that's not the content I'm looking for. It doesn't understand context, it doesn't help to narrow things down to category or subject, it doesn't offer powerful operators to restrict results to relevant languages (also for programming), context, content, alias terms, custom date/format/file type/duration/dimensions (and other media filters), it doesn't support wildcards that you could use on a regular search (?, *), it doesn't support special characters (CRITICAL ISSUE !!!), it doesn't even differ if a search is for a URL / page title match OR the actual content ON A PAGE. Instead it forces page ranking = on, making sure you're stuck with the same, stupid, useless platforms forever and new, niche sites that really have what you're looking for don't ever show up, and it adds stupid other crap, like only allowing pre-set filters to select instead of custom ones ("Video duration: 0-4min - I KNOW WHAT I'M LOOKING FOR IS SOMEWHERE 2-3min !!! - Google: Sucks to be you, LOL !). But the worst and most infuriating anti user feature they're sporting is automatic term replacement. They're just replacing terms with more generic ones or even claim there's a "match" if a term if part of another term, added in front or to the back or it or exists in another language with a completely different meaning (German "die" vs English "die", for example) , turning any specific and correct search into utter nonsense. It would be okay to suggest, and assist the user, letting the user decide whether or not and which terms to use as alias for a given term. Because they think they know better I always end up having to restart my search multiple times to filter out all the garbage up to the point where I get we-think-you're-a-bot captchas, at which point I just can't be bothered anymore. The sole reason I have to restart my search 10x+ times is BECAUSE THEY MAKE SEARCHES SO HORRIBLE BY ADDING RANDOM NOISE THAT DOESN'T HELP ME FIND ANYTHING ANYMORE ! STOP TRYING TO BE CLEVER AND ACTING AS IF YOU KNOW BETTER ! PUT THE USER BACK IN CONTROL ! OFFER SEARCH FEATURES THAT HELP INSTEAD OF HARM ! YOU MAY WANT TO KEEP ME IN PURGATORY TO DISPLAY THE MOST ADS BUT IF YOU'RE OF NO USE I'LL FUCKING KILL YOU GLEEFULLY, GOOGLE ! They got big by solving problems. Now they're the ones causing problems. And what's up with all these spam pages you only keep getting these days once filtering out anything mainstream ? Unrelated in content and context often as well. Oh, one more VERY important thing: DON'T LIST WALLED GARDENS IN ANY SEARCH ENGINE ! Walled gardens are pages that you need to register at with an account to get to the content, so that any "result" link you click in the search engine just leads to an unrelated page instead of the content it claims to have. Pages that are built against the free internet should be banned instead of listed, because I don't get to the content anyway. They're just taking up results space and wasting my time. If I can't even take a glance at their information whether it actually exists and is of value there's no chance I'll spend time registering there btw.. Such sites just get marked as a$sholes, minus-filtered and I move on.
The main challenge for information these days is CONTEXT. Doesn't matter if it's the search engine + algorithms or an "AI" (marketing term). That exact word matches don't always cut it due to overlapping meanings across synonyms, games, real world and languages and at times also need to be supportive of typos that users make should be clear. Also a single forum post that describes the exact same technical issue I'm having without any answer or solution to it might be a 100% match, but not what I'm looking for. Likewise if I have login issues with a service then please ignore standardized form patterns, as used for forums, where every page has a "login" field or user names & signatures as "results", unless they contain links leading to relevant content. Only the actual content field matters for such standardized forum patterns: That where the users communicate in.
Bottom line: Searching for specific content these days always infuriates me more than anything, because often I'm not only unable to find good results quick (but it takes HOURS !) but also I have to fight against the search engine itself, trying to sabotage me with misleading term-insertions and berate me with captchas after I have to filter misleading strings a number of times. Well done, IT engineers. You're so much more clever than the rest of us. Surely I wouldn't abandon your shít service at the blink of an eye once a meaningful alternative emerges. Thanks for granting me the user experience, as "the used".
indeed. this video it's like comparing oranges and apples, they look similar they are not.
also: people will start feeling sick of watching vertical videos, our eyes and brain are not wired that way
I feel like youtube will not die because of tiktok but cause of them trying to be tiktok and not being innovative and great video man :]
I think the requirements for monetization gives the creators a little push to always make better edited and scripted videos, to always raise their personal bar and, in the end, to make UA-cam the most valuable content consuming platform
Excellent video, I love how clearly you laid out their strengths and possibilities - really interesting look into the future!
youtube is dying because of intrusive ads and people are fed up.
When your business model mainly depends on advertising dollars, it becomes very unstable.
I started 2 robotic voice reading channels (not on this acc) and the latest is generating shorts and the psychologycal effects for one video is going way above the others is real.
You just gave Strategic advice to UA-cam and it‘s absolutely true! I love this!
Deny, Deflect, Obfuscate
UA-cam had the lion's share of the long-form content market.
Unless something radical changes, I don't think its going away very fast.
UA-cam doesnt lose anything from "losing" the short content, except for ads.
Never watch a single video that's less than 10mins. Also, can't stand portrait format video. Let Tiktok have all the throwaway content. Quality over quantity anyday!
Horses!
4:52 doesn’t work. Infamous when a measurement becomes a target, it fails to become a good measurement. UA-cam creators will just say instead of “like and subscribe” “like and boost” what is the difference between like and boost at this point.
There are ways to address this. Maybe we'll have a limited number of boosts to use in a day. Maybe users who boost too often will have their boosts weighted differently than someone who only boosts 3% of the videos they watch.
I still use it because I like longform content. The minute someone else provides that, ive long-since wanted to leave youtube.
I really like your take. The reason they have these monetization thresholds is because of a branding disaster, where the ads of big brands would play before isis videos - and thus directly financing terrorism.
UA-cam, give this man a job. Come on!
Amazing video man
Don't get discouraged, Enrico. This video deserves a lot more than 9k views. Your videos are awesome, keep it up.
Very good video!
If UA-cam give creators access to users email addresses, I can bet viewers will stop subscribing to channels all together...I'll be the first to unsubscribe from all the channels to avoid those creators that I like btw bombarding me with whatever they want me to know about their products!!! That would be a nightmare!
And people like me will use a disposable email to subscribe instead. It makes no sense either way.
They shouldn't need your email. The things they would use your email for should be built into the platform. Buy their products. But tickets to a show. Etc.
Your videos are legendary quality 10/10
Videos: Tik Tok Broke UA-cam. Now What?
4 months later....
Me: (LMAO in govt. Tiktok ban)
If utube is dying it's dying from self inflicted wounds.
So that's why I'm now getting all these ridiculous video suggestions on YT. It's like playing whack-a-mole.
I love coming across youtube channels that are small and have quality content. Its like, “there you are! I found you!” But most of the time I don’t click on videos with low views. They usually have a really unappealing thumbnail and are not edited well enough to be engaging. Often times they are powerpoint slideshows or something of that nature and while the premise might be good, its hard to get past that. An underrated button would greatly help me be more willing to give more small youtubers a chance.
I guarantee that if alphabet buys shopify, it will be the death of shopify
2:19 It's more meaningful knowing you've faced these exact hurdles. Quality measurement is now almost a 50/50 between content and production. Thank you for the time you put into doing well on both fronts
Very good very underrated video 😢😢
Good video
My new favourite UA-camr because he is a simple content creator not those following the algorithm
UA-cam really is dying. It’s terrible. UA-cam is a significant part of my entertainment and used to be a huge source of knowledge
China is entering a war economy. Enjoy it pleb.
Lowering the bar for monetization would dig pretty deep into Google's pockets though - If anyone can make money on any upload, no matter how low effort that could really backfire on Google.
In fact your whole argument is essentially just soend money on creatirs like theres no tomorrow
They did have no requirements for joining the YPP until the 2017 adpocalypse, when they set a 10k lifetime views requirement, and then they later made it what the full fat version is today.
@@Lilleh__UA-cam (and the internet in general )is a very different place than 6+ years ago. i don't know why Google made the change but it suggests they felt like supporting new creators wasn't worth the investmen. - giving new creators too much carrot not enough sticks wouldn't necessarily stop UA-cam from dying, because those carrots have to come from somewhere and some people will definitely take advantage of the free carrots.
@@siraaron4462 as long as they keep the review systems in place that keep ads off of stuff that could cause an adpocalypse maybe it could work.
The alternative being 'there is no tomorrow'
This guy is a marketing GENIUS.
Alphabet: PAY ATTENTION!
Does anyone have UA-cam alias that we can tag? This is good advice for UA-cam!
The church is good with PR but pretty bad with social media.
TikTok is for mobile devices and megashort attention spans. UA-cam should major on desktop/cinema formats and deep content. By deep I mean less opinion and pranking, more hobbies and information.
Wow
Someday from google just hire this guy already! Oh and pay him well.
To be honest i feared fo youtube is dying particually they start to monetize the plattform which is bad for newcommers wizh paywall and banning adblock users
You know that on Reddit when asked for the most underrated games people answer with things like RDR2 and Witcher 3 right? Underrated is a meaningless word on the internet.
this video pairs well with a recent one from Logically Answered on the same subject, where he goes over how short form content is actually unsustainable financially given ad rates. Both videos make good points and seem to land at different conclusions
Stop shorts
tbh ive long suspected that tik tok inflates their numbers past a certain point. anyway ive always loved your takes, insightfully and critically dissecting problems in the tech sphere, but more importantly providing really innovative solutions that elevates your content from what would have otherwise just been bitching (albeit well constructed!). One of the few channels I will go out of my way to share videos from. its been awhile since i looked at your numbers and its a delight to see your follower count has shot up. well deserved. keep it up!
"tbh ive long suspected that tik tok inflates their numbers past a certain point." 100% agree. its an obv move for them to make it builds hype and pumps up creators - just put a cheeky line of code in the backend that 10x likes etc
Tiktok followers are Fake😅
1.6 million fans, and nobody Show up😅
exactly
Uh, top creators are paid 2-4 cents per 1000 views on TikTok.
Very, very few people are making a living on TikTok. I personally know people who make a living on UA-cam.
There is zero correlation on UA-cam between production quality and success. You have it backwards with causation, successful channels naturally go higher quality
And even of those on UA-cam most are not making a living, the 200 million he gives is a garbage number that is meaningless
5:35 It does have a powerful effect, sure.
But they cannot just give out their first 2 cents to each creator. They'd need to hire all the accounting firms in the world wholesale, take up all the bandwidth of every banks transactions, etc.
And I'm not even sure if the effect would end up being positive.
You argualy _don't_ want creators who cannot even reach 10000 views getting incentivized to make more content. You want people who are driven enough to reach a small milestone, and because they did, those people will have a much bigger morale boost than if they only had to reach a fraction of the results to get there.
In your design, not getting monetized is just a minor inconvenience. You know you _will_ get money, it's just not now. It's just annoying.
In the current version, it is an achievement. It is something to celebrate. And it is definitely not expected for everyone. There is a real sense of "pride and accomplishment" from reaching it.
It's like starting your own business. Half the reason it's so satisfying is because it is really really hard.
Who started TikTok when it was called Musically. ☝️
Perchè non ha più visualizzazioni?? -Perchè UA-cam sta morendo-
You're gonna get the silver button soon.
Enrico 4 CEO 🥰
4:53 False.
- overall subscriptions
- subscriptions on the video
- subscriptions after going to the channel and watching a series of videos
- views
- likes
- comments
- liking comments
- reading comments
- replying to comments
- watch time
- attention rate
- channel visits
- link clicks
- channel membership
- downloads
- clips created
- clips watched
- hashtags clicked
- saves to playlists
- shares
And these can all be split up by Lives, Premiers, Shorts, and regular videos, and the complexity of these multiply many times.
The former two having even more options than the ones above.
Do you have ANY idea how valuable these are?
YT has no problem with the algorithm. Not for new channels, nor for the biggest ones. The former being the reason why YT is still so successful, and why I constantly find new channels to watch.
They removed the 5 star system because people didn't use it and they didn't _need_ the extra data.
Funny, I found your big video explaining Google Search and it was fantastic work. Curious, I then watched your later video on how it was to be 'trending and how 200sub/$200K in a year might be too low a bar.
In that video you also mentioned a key point about listening to your subs...
You also spent a decent amount of money setting up a business, etc, etc.
Now 8 months later and you've learned what a flash in the pan actually feels like.
You also promised to do a vid on Search Alternative if you had 1000 views on that 2.5m vid.
You never kept your promise.
Just very incongruous and revealing actually on how someone who seems to have a good depth of knowledge and promise can do a 180 once some small change rolls in and expectations of exponential increases short circuit one's normal logic.
You touched on a wellstone of interest with the Search video, so maybe consider doing more research/videos on exploring and growing that niche instead of the thowing a plate of spaghetti against the wall to see what sticks.
Give him a break, Jesus. Videos take time and he wants to keep the content fresh. He'll get back to it eventually. Let him run his channel
Keep up homie
Like Twitter, TikTok isn’t actually useful. There’s nothing there you need or can’t find better elsewhere. The success is all from the algorithm. Silo off users into tiny lanes and shovel videos if their interest wanes. Such a waste of time.
Using both the right way makes the creator the main winner in this fight. Know your audience and use every platform accordingly.
TIK TOK should be banned from the US.
With tiktok closing their creator fund and only paying on their new system (ie. only to bigger creators), you're a bit late with this video.
Hi
I was about to comment about how wrong you are about Tiktok dethroning UA-cam but then I realized that I actually never used Tiktok. Yes, I'm 45 and have UA-cam Premium with hours 26 hours of Watch time in the last 7 days (that includes UA-cam Music).
My first suggestion would be to better protect content creators from the fear of demonetization. Then allow creators to take more liberties and take more risks. A video from a channel should never be demonetize without a reason and only after a review after a certain threshold, like a number of global views or subscribers. Some kind of superstatus. This is what being a "partner" actually is. - Keep up the videos Enrico, they are awesome!
I want UA-cam to win not because I like UA-cam but because I hate TikTok
I hate both
hmm
You missed the core point in this one , i.e., Audience. All you talked about was how to bring (quality) creators to your platform with the assumption that better creators and content means more audience but I don't think that is the case. The real question is how to bring that zoomie audience over here. And one sure way to do is banning. The US way.
100% legit
Thanks, I hate it. No.
underrated button
Can't stand tik tock