Social Media Shorts Are the New TV Guide (Guest Column)

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Last December, I urged media and technology firms to develop an engaging short-form content platform to prevent losing Gen Z and future generations to platforms such as YouTube and TikTok, if they haven’t already done so.

By 2025, numerous content and streaming platforms are actively considering substantial investments in short videos, aiming to boost the value of their long-form content. This strategy allows them to maximize their content across multiple formats. Although many view this as a lucrative venture for their individual platforms and the syndication market, what I find particularly intriguing are the diverse applications that have emerged, some of which are gradually becoming apparent to businesses.

The main purpose that’s been discovered is that short videos function as a tool for discovering content. Gone are the times when you had to flip through channels or consult your coffee table TV guide to find something intriguing, and there are indeed AI-powered discovery methods available today. However, much like how sticky notes were accidentally discovered, people are stumbling upon content through their social video feeds. In essence, short videos have become the modern equivalent of an Electronic Programming Guide (EPG or TV Guide).

Quickplay’s latest research, carried out in collaboration with Gen Z Insights from Uniday’s marketing team, indicates that approximately 71% of young consumers find content via social media platforms. Consequently, it’s not surprising to see media companies increasingly focusing on a ‘shorts’ approach within their apps, as they strive to bring new and long-tail content to the forefront, with the aim of capturing viewer engagement, bookmarks, or clicks to initiate viewing.

As an avid gamer, I’m thrilled about the advancements in AI technology that are revolutionizing game publishing. With these new tools and workflows, we’re now capable of delivering content at breakneck speed, showcasing the vastness of our content library like never before. This rapid delivery not only brings fresh and discoverable content but also opens up new monetization opportunities beyond what traditional streaming formats offer.

Moreover, having a dedicated shorts experience within our own app means that the content feed can be customized swiftly based on viewing habits and engagement metrics, making it easier to find the most relevant content for each user. This personalization not only enhances user experience but also eliminates the tedious scrolling through endless options, often asking “what’s next?”

Lastly, we can now take gaming to a whole new level by using short-form content to promote longer gameplay sessions. In essence, we’re going meta – using brief glimpses of gameplay to entice players into engaging with the full experience!

Delving right into the second application of TikTok shorts, I’d say it’s all about data for me as a enthusiast! Real-time, click-stream data from my own TikTok experience can provide fascinating insights into what shows, characters, celebrities, and brands pique my interest. This goldmine of information helps marketers and developers strategize on consumer acquisition, kickstart new projects, optimize ad sales, and create personalized storefronts tailored to individual preferences.

Picture this: Max realizing I’m a fan of Parker Posey because we’ve interacted through library shorts, and then strategically offering me a subscription via ‘White Lotus’ at a reduced cost compared to standard acquisition methods. Similarly, Disney+ notices my preference for magic trick shorts and directs ‘David Blaine’s Do Not Attempt’ towards me using promotional messages, keeping me subscribed for another month. Paramount+ observes that I frequently replay Kendrick Lamar’s Super Bowl Halftime Show and suggests ‘7 for All Mankind’ bootcut jeans in a shoppable link, providing the advertiser with a clear return on their investment. Essentially, data from shorts contributes to more effective strategies in customer acquisition, engagement, monetization, and retention – it’s as straightforward as that.

As a passionate gamer here, I recently came across some insights from Sports Pro OTT last month. Maurits Schön, COO of One Football, highlighted that brief video clips were fueling interest towards extended highlights. These longer clips, in turn, were boosting sales of live games and prompting conversions to their over-the-top (OTT) service. Interestingly, about 40-50% of these purchases happened right during the game.

Sports highlights have traditionally played a role in engaging fans, but that’s set to change as we’re about to boost it significantly.

This year at The NAB Show, we demonstrated how to swiftly establish a feature for short videos using live sports content. This includes creating metadata, adjusting for vertical screens, and publishing capabilities all in mere seconds. Such rapid development has been achieved through extensive discussions with partners, who encouraged us to make our system as real-time as possible. This enables broadcasters to use these short clips to prompt in-game tune-in announcements, provide quick replay opportunities, offer personalized previews for merchandise stores, and control the discussion around the game, players, and fans.

I’m providing some instances to acknowledge that I may not have fully grasped the potential of short videos earlier. However, I am confident that we are approaching an era of significant investments in brief video content as these applications are explored. (It’s important to note that my company, Quickplay, is taking a chance on this trend. This year, we introduced two offerings for short videos: one generates shorts from TV shows, movies, sports, and news using AI models; the other, a plugin, can be integrated with streaming apps.)

In order to survive against giant social networks, traditional media firms should learn to engage effectively within the creator economy by being innovative. They also need to grasp how they can establish a daily app usage pattern with consumers using a compelling value offer. It’s crucial to plan for the long-term success and it’s evident that short-term returns from brief content must be optimized promptly to ensure longevity.

As a gaming enthusiast here, I’m proud to be the co-founder and main business honcho at Quickplay. Before this, I held key leadership roles that boosted the popularity and success of various brands, channels, and shows at Discovery Communications and The Walt Disney Company.

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2025-04-14 16:24