The Entertainment Value Curve and the Rise of TikTok

The Entertainment Value Curve and the Rise of TikTok

In the world of mobile video apps, success is not just about providing a viewing experience, but also about creating a social experience. This is evident in the stark contrast between the popularity of TikTok and the downfall of Quibi. While Quibi was hailed as a disruptive idea by industry veteran Meg Whitman, it failed to capture the attention of users due to its lack of social value. On the other hand, TikTok, with its emphasis on both production value and social value, has become a sensation among users.

The concept of the Entertainment Value Curve sheds light on why certain mobile video apps thrive while others fail. The curve is a representation of the relationship between production value and social value, with entertainment value being the result of their combination. Social value refers to the level of personal connection viewers have with the content, while production value relates to the quality of the content relative to the highest quality in the genre.

Different platforms cater to different preferences when it comes to content creation and sharing. Snapchat, for example, provides tools for anyone to create fun content, resulting in a high social value despite its low production value. Instagram, with its IG Stories and Reels features, has lowered the production bar, making it easier for users to share lower production value content and increasing the entertainment value of the platform. TikTok, with its emphasis on topical content first and socially connected content second, has taken the concept even further down the Entertainment Value Curve.

Netflix, on the other end of the spectrum, boasts high production value with its elite Hollywood content creators. However, its social value is primarily determined by the connection between viewers and creators. The more people creating content, the higher the likelihood of a connection, thus increasing the social value.

To measure social value, we can look at the creation participation rate, which is the percentage of users who create content on a daily or weekly basis. Instagram's team focused on increasing creation participation, resulting in a higher entertainment value for the platform. Content distribution also plays a role in the Entertainment Value Curve, with high production value platforms having shorter tails and low production value platforms having longer tails.

Quibi's downfall can be attributed to its failure to optimize for the Entertainment Value Curve. While it added constraints such as format, length, and viewing constraints, it did not supplement these with increased social value. Quibi mistakenly believed that the feature people wanted was short content, when in reality, what people desired was shareable and social content.

Vine, which shut down two years prior to the rise of TikTok, sought to level the playing field for content creators. With its emphasis on pithy content and in-app recording, Vine creators could create engaging videos without the need for expensive equipment. TikTok took note of this trend and built upon it, expanding upon Musical.ly's niche. The looping feature of TikTok's 15-60 second clips allows for easy sharing and gives users time to decide who to send the clip to. For Gen Z, sending a TikTok or a meme is like giving a gift, emphasizing the social aspect of snackable media.

The TikTok algorithm plays a crucial role in giving new content a chance at virality, unlike YouTube and Instagram, which often prioritize views and likes. Additionally, TikTok's initial restriction on uploading content, instead requiring users to record within the app, reduced the production gap between new creators and established celebrities. This encouraged authenticity and leveled the playing field.

The success of TikTok can be attributed to the entertainment engagement loop it creates. Creation drives consumption, as TikTok simplifies the task of creating engaging videos. Consumption drives conversation, as users can easily talk about the videos they watch. And finally, conversation drives creation, as positive feedback motivates creators, and others want to create content that sparks conversation.

In conclusion, the rise of TikTok and the downfall of Quibi showcase the importance of the Entertainment Value Curve in the success of mobile video apps. Finding the right balance between production value and social value is key to creating an engaging and shareable viewing experience. To adapt to this trend, platforms should focus on increasing creation participation, reducing the production gap, and fostering an entertainment engagement loop. By understanding and incorporating these principles, mobile video apps can thrive in an increasingly competitive landscape.

Actionable advice:

1. Focus on increasing creation participation by providing users with easy-to-use tools and incentives to create content.
2. Reduce the production gap by providing opportunities for new creators to compete with established celebrities and encouraging authenticity.
3. Foster an entertainment engagement loop by creating a seamless experience that drives creation, consumption, and conversation.

Sources:

• "The Entertainment Value Curve: Why TikTok is On Fire 🔥 and Quibi Isn’t — Reforge"
• "Don’t clutter your inbox with newsletters. Use these awesome apps instead"