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It’s amazing to consider the impact TikTok has had on the social media landscape and media consumption habits more broadly – and not just within TikTok itself, but also through the various short form video offerings now available. in other applications.

Case in point – today YouTube revealed new stats about the growing popularity of YouTube Shorts, its own TikTok clone, which was originally designed to dilute the differentiation between the two apps and prevent YouTube users from straying from the trending platform.

According to YouTube:

“YouTube shorts are now watched by more than 1.5 billion logged-in users every month.”

That’s a huge amount, especially when you also consider that YouTube’s total “connected” monthly audience is 2 billion total users.

This means that around 75% of YouTube users are engaging with Shorts in some form or another, which is a big vote of confidence in YouTube’s counter-offensive approach to fending off growing competition from TikTok. You can critique the platform replication all you want, but the thing is, it works, which is why every platform now seems to be jumping on every major trend that comes up in the space.

(Note: some estimates suggest that YouTube’s monthly active user count, including those who are offline, is around 2.6 billion, but this has not been officially confirmed by YouTube itself)

The growing interest in short films has been further boosted by a new study, conducted by Inmar Intelligence, which found that 70% of internet users now watch short videos regularly.

Once again, TikTok’s influence continues to amaze, with the platform picking up on the trend initially sparked by Vine, and amplifying it for the next generation.

So why didn’t Vine succeed in the same way?

Well, part of that is the platform, with TikTok’s smart algorithms getting better and better at delivering more and more of the content you love, based on your viewing habits. TikTok’s system is particularly good at adapting on the fly, which can easily waste hours scrolling through your “For You” feed.

At the same time, user consumption habits have also changed – so while Vine had something of a cult following, many more people have now adapted their media engagement habits, with short video now becoming the go-to format for reducing attention span.

Which is probably not a good thing. I know from personal experience that too much TikTok can make you more impatient when watching longer content like TV shows and movies.

For me, that put me off the app to some degree, as I couldn’t enjoy movies the same way – but for the next gen, that’s how they now prefer their media inputs, with faster clips and snippets fueling their more accurate perception and engagement.

This, again, underscores the value of replication in this regard, because for a video platform, ignoring this trend is simply not feasible, as your users evolve, one way or another. You can either go for it or watch them go off to new pastures, with your engagement stats decreasing as you go.

And certainly, those who lean in reap the benefits, with YouTube also reporting that creators who upload both short and long-form content now see better overall watch time and subscriber growth, compared to those who only upload. long clips.

The data doesn’t lie, and it’s important for all content creators and marketers to take heed of these trends, which reflect the significant and sustained shift towards short-form video content.

Again, maybe it’s not a good thing that our collective attention span is being eroded in this way. But they are, and you need to take them into account in your planning, in order to maximize the performance of your efforts.

Short films on YouTube, whether you like it or not, are now a major feature of the app. Ignore it on your own promotional profile.

Organizations around the world define themselves as innovative, but very few actually embrace the meaning of innovation, and far fewer have a specific plan to achieve it. If you are working on innovation, you need to plan the figure of the Director of Innovation We tell you!

It may interest you: MBA in Digital Business

Who is the Director of Innovation?

An innovative company is one that has the ability to create with an impact on the market. When we speak of “creating” we refer to developing new products or internal processes in the organization. On the other hand, having an impact on the market means that we are able to monetize innovation so that it is associated with a value that people want to pay for.

And all this responsibility falls on a specific profile within the companies and who was part of the CSuite level manager, it is the Director of Innovationthat is, from the CIO.

It is important to note that innovation is not just technology. We can use new technology in our organization and that is not why we will be innovating. Innovate and create with impact. What is certain is that in a large part of the cases the innovation is on the frontier of what is technologically possible.

The 3 horizons of innovation

Peter Drucker, the great guru of business strategy, said that throughout his life he met many people capable of managing the long term well, and he even knew a large number of people capable of managing the short term efficiently, however, there are very few people capable of efficiently managing the balance between the short and long term.

This efficient management between the short and the long term must be a capacity of the management level of the entire organization, and even more so, of the chief innovation officer.

A very useful planning technique to manage this balance and map growth is called Three Horizons. This technique appeared for the first time in the book The Alchemy of Growth, but nevertheless, in my daily work as CIO of IEBS Business School, it changed some in terms of time and form according to the needs of today’s digital companies that I pass on to you. explain and hope result from courage.

horizon 1

Horizon 1 focuses on the short term. This short term will depend on the type of company, but we can say that it is a space between 1 and 3 years. It deals with the type of innovation that occurs in this horizon. incremental innovations about existing products and services in the organization. In other words, we focus on what the market already understands as value. This horizon should consume 50% of the organization’s resources.

horizon 2

Horizon 2 focuses on the medium term, which for most companies includes a temporary period of approximately 5 years. In this case, the creation process focuses on new products and services, improving the knowledge and skills that the organization carries. In other words, innovation in this horizon focuses on new products related to existing ones. The actions to be developed in this horizon will consume approximately 25% of the resources.

horizon 3

This horizon is the one with the greatest risk, but it is also the horizon that brings organizations opportunities to break the existing rules of current markets and lead them, and even create new markets.

In this horizon, the objective is to develop new products, services, business models, channels or new companies that have nothing to do with what we know or do. The objective is to reflect on social and market trends to then see what resources we have to address a solution to a problem that does not yet exist, or even that may never exist. Horizon 3 proposed a time frame of 10 years for digital companies and their Moonshot-type projects.