It’s a Business of Sheep

Seems like Big G is sad that TikTok has surpassed YouTube on some important viewing metrics, so… YouTube is going to start testing a new feature on mobile that will allow users to record 15-second long multi-segment videos. BTW, both TikTok and Reels (Instagram’s clone of TikTok) default to 15-second lengths. “Baa.”

The most important takeaways:

  1. Every social network that can build and deploy a version of this will do so. They all view TikTok as a serious threat.
  2. People are becoming as comfortable in front of a video camera as they are in front of a still camera. This is a gigantic behavior change.
  3. People are channeling their inner Steven Spielberg; everyone is now a “director.”

Add these characteristics to your marketing personas, as they are clearly trending.


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Author’s note: This is not a sponsored post. I am the author of this article and it expresses my own opinions. I am not, nor is my company, receiving compensation for it.

About Shelly Palmer

Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit


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