The Entertainment Value Curve: Why TikTok is On Fire and Quibi Isn't, and Why Tacit Knowledge is More Important Than Deliberate Practice

The Entertainment Value Curve: Why TikTok is On Fire and Quibi Isn't, and Why Tacit Knowledge is More Important Than Deliberate Practice

In the world of mobile video apps, success is not just about the viewing experience but also the social experience. This is a key factor that sets apart successful platforms like TikTok from failed ones like Quibi. Quibi, despite being described as a disruptive and timely idea, failed to understand the importance of both production value and social value in creating an entertaining experience.

When looking at the Entertainment Value Curve, we can see that entertainment value is a combination of production value and social value. The Y-axis represents the level of personal connection the viewer has with the content, while the X-axis represents the quality of the content relative to the highest quality in the genre. The most successful platforms find a balance between these two factors.

Snapchat, for example, offers tools for anyone to create fun content, even with low production value. This increases the social value of the platform and creates a strong connection between the viewer and the content. Instagram, on the other hand, took a "consume first" approach but lowered the production bar, making lower value content more accessible. This increased the entertainment value of the platform.

TikTok takes this concept a step further by focusing on topical content first and socially connected content second. It breaks down the wall between the audience and the creator, allowing for a more intimate and engaging experience. YouTube, similar to TikTok, organizes content based on its entertainment value but lacks the same constraints as TikTok.

Netflix, on the opposite end of the spectrum, focuses on high production value content. However, it lacks the social value that platforms like TikTok offer. The entertainment engagement loop, which consists of creation, consumption, and conversation, is crucial in driving engagement and connection between the viewer and the content.

When it comes to skill acquisition, tacit knowledge plays a significant role. Tacit knowledge refers to the knowledge that is difficult to put into words or explicitly explain. It is learned through imitation, emulation, and apprenticeship. Emulating the actions of a master and internalizing the principles behind those actions is key to gaining tacit knowledge.

Deliberate practice, on the other hand, focuses on explicit knowledge and procedures. However, this approach denies individuals the ability to build expertise and hinders creative problem-solving. Tacit knowledge is more valuable to learn because it allows for instantaneous solution selection and the ability to balance multiple considerations.

While deliberate practice is often associated with fields like music, math, and chess, tacit knowledge acquisition is applicable to various fields. Finding a master and learning through emulation, feedback, and osmosis is the best way to gain tacit knowledge directly.

In conclusion, the success of mobile video apps lies in finding the right balance between production value and social value. Platforms like TikTok understand the importance of creating a social experience for users, while failed attempts like Quibi focus too much on format and length. Additionally, the acquisition of tacit knowledge is crucial for skill development and expertise. Emulating masters and internalizing their principles is a more effective approach than relying solely on deliberate practice.

Actionable Advice:

1. Focus on creating content that fosters a personal connection with your audience. This can be achieved by prioritizing social value and allowing for engagement and conversation.
2. Embrace emulation and apprenticeship to gain tacit knowledge in your field. Learning from masters and internalizing their principles will lead to expertise and creative problem-solving.
3. Strive for a balance between production value and social value in your content. High production value alone is not enough if there is no social connection with the audience.