PPPPlaying It Forward (Four Ps #245)
What We're Watching, Reading, Searching, and Replacing in our Media Diets
You've been on quite a ride with me lately, riding the video wave as I enjoyed a few "15 minutes of fame" moments:
Two LinkedIn videos hit 1M+ impressions
Featured on LinkedIn News
I know—you can't escape me! (And honestly, it's exhausting.) 😅
So today, I'm going back to basics: a good ol' written rant. More freedom to cover more ground:
📱 The rise of short-form videos
📺 Why TV news is losing out to TikTok
🔍 Gen Z saying, "Google who?"
Grab your favorite brain fuel ☕️, and let's dive into tech, media, marketing—and yes, why only Taylor can save democracy.
THE PRACTICAL: Video Killed the Static Content Star
I'm creating and sharing more short-form video than ever to my social feeds (You may have noticed), but that's not exactly a new idea.
Some of you are too young to remember this, but this newsletter actually started as a weekly video blog with accompanying audio podcast over 6 years ago. That's right, the Four Ps was a multimedia, omnichannel event! But I missed writing, and found video creation laborious at the time, and shifted to a newsletter.
Fast forward to today, writing now feels like a labor of love, and recording unpolished, lightly planned, mostly unscripted, highly unedited video with the help of captioning done by AI is far easier.
Anyone who has been on TikTok, Snapchat, Instagram, or YouTube over the past decade or less knows that vertical video formats are here to stay. Threads is popping off, and video works there, too (it is an Instagram-run platform, after all!) Even LinkedIn is driving crazy views and engagement for those of us creating there.
But what to make? What accounts for a good content strategy these days. Authenticity is a buzzword, not a trend, but video content strategies are rapidly evolving.
Platforms like YouTube and TikTok are seeing a rise in slightly longer clips, with videos between 30 seconds and 2 minutes becoming the sweet spot. On YouTube, uploads over 30 seconds have surged by 39%, while TikTok's engagement with 1-2 minute videos is on the rise, indicating that users are craving more substantial content without losing the fast-paced appeal of short-form video.
As far as video consumption, new research shows that YouTube is the top social media platform for Gen Z, with 46% favoring it, while TikTok ranks second at 29%. (Or does it??) Although the study was commissioned by YouTube-focused PreciseTV, Pew Research similarly confirms YouTube's dominance among teens.
Niche content is also thriving, particularly on TikTok, where the business and finance sector is booming. Topics like "Home ownership at a young age" and "Latino business success" are capturing attention, proving that hyper-focused trends can build strong, engaged communities.
This shift toward more specialized content allows creators to connect with audiences looking for value-driven and relevant information.
And of course, AI-driven recommendations are taking over. On Instagram, 50% of user feeds now filled with content that isn't from followed accounts. This AI push helps creators reach new viewers organically.
Facebook is also seeing an uptick in video uploads, particularly Reels, as users repost TikTok content, possibly due to uncertainty about TikTok’s future in the U.S.
Meanwhile, public support for a U.S. TikTok ban has dropped from 50% in March 2023 to 32% today. This decline follows TikTok CEO Shou Zi Chew’s testimony before Congress, with even notable nuts like Donald Trump changing their stance on the issue.
(For the record, I don't want it banned, just much more regulated for teens and kids.)
So a few final thoughts:
Longer short-form videos – Users prefer more engaging clips between 30 seconds and 2 min.
Niche content trends – Specialized topics like finance and business are on the rise.
AI-driven recommendations – Instagram boosts engagement through AI-suggested content.
Facebook video growth – Reels are on the rise as users share content across platforms.
Cross-platform posting – TikTok content is being reposted to Facebook and other platforms.
THE PERSONAL: Internet Killed the TV Video Star
So, does all this talk mean that the written word is dead?
Well, you're reading a 200,000-word newsletter, so clearly, I don't think so.
However, one thing that has significantly dropped off my personal media menu is television—for just about all programming except live sports.
Especially for news. I used to be a TV news junkie: CNN, MSNBC, local news, even the opposition cable news channels, just to see how they talk about and spin their "truths."
But it hasn't been that way for a while. Except for the Presidential debate last week, I haven't turned on the TV to watch anything news-related since... who knows? I've lost track.
And I'm not alone. Online platforms have officially overtaken television as the top source for news, with 71% of people now turning to the web, compared to 70% who stick with TV. Why? Online platforms offer a broader range of sources—and they're easily accessible.
According to Ofcom, 30% of respondents are getting their news fix from Facebook, 19% from YouTube (up from 12%), and 11% from TikTok.
Yes, TikTok. For news.
While I'm actually getting more of my news than ever from other newsletters (15–20 per day), TikTok's rise is especially notable among younger audiences, jumping from just 1% in 2020. Though it's not yet in the top ten, its rapid growth shows potential. Platforms like Instagram and Snapchat are also creeping up, pushing out more traditional news outlets.
This highlights a major point: a strong social media presence is crucial for staying relevant in the digital news space—as a consumer, as a curator, and even as a creator.
Oh, and speaking of trends, AI's impact is being felt here, too. If you watch a video newsreel on CNN.com, you're likely to hear an AI-generated voiceover or narration. Audible is even enlisting narrators to train an AI model for audiobooks. AI voiceovers are already flooding social media, so it might be time to start thinking about incorporating AI into your audio content strategy.
The future of news and media? Online, social, and AI-driven.
THE PROFESSIONAL: The DOJ (and GenZ) are Killing the Internet Star
Ah, the DOJ’s antitrust trial against Google — one part courtroom drama, one part marketing world frenzy, and all parts...well, a bit of a snoozefest if you ask me.
Are you watching? Are you following? Or do you not really care (or have the time...)?
Sure, lots of adtech people are calling this the Trial of the Century, is foaming at the mouth to get their hot takes out there, but why? Sorry, but I stopped following trials in real-time after the OJ letdown back in high school.
Because Google dominates ad tech? Yeah, they’re big, but let’s not pretend they're the only option in town.
Marketers crying “monopoly!” are often just too comfortable, relying on Google as their crutch rather than exploring the vast array of other platforms. The Trade Desk, Facebook, Amazon, TikTok, Genuin, — all out there hustling, delivering results, and doing it efficiently.
If anything, this trial might be the wake-up call for marketers to stop putting all their eggs in Google’s basket. Lazy marketing isn’t going to save you, folks.
Sure, Google execs didn’t help their case by throwing around war metaphors like “crushing competition” (classic), but let’s keep some perspective. Their "dominance" isn’t unshakable, and younger audiences already seem to be saying “so long, Google,” turning to TikTok and Instagram for search and recommendations.
Gen Z isn’t “Googling,” they’re “searching” elsewhere. Google’s cool factor is fading fast—and with it, maybe its stranglehold on the industry.
So, why all the fuss?
Maybe we’re just addicted to watching tech giants get grilled in court. But until there’s an actual ruling, I’m staying off the bandwagon and letting the chips fall where they may. When the dust settles, marketers will adjust, and trust me, the marketing world will keep spinning—with or without Google at the helm.
THE PODCAST: The New Four C's are Culture, Connection, Commerce, and Colleen
THE POLITICAL: Swifties, Pollsters, and a Positive Outlook
It's been nearly a week since Vice President Kamala Harris did what just about everyone expected her to do in the first (and last?) debate: make Donald Trump look like a fool.
Adding insult to injury, it also had the effect of a September surprise with Taylor Swift’s endorsement of Harris. I'm setting the over/under for new registered voters, attributed to Taylor between last week and November, at 3 million. Perhaps a fall mini-tour across Pennsylvania, Michigan, Minnesota, and Wisconsin is in the works?
The challenge, historically, has been that younger voters disproportionately don’t turn out to vote. But when they do, they usually vote for progress and Democrats. They are generally more hopeful about the future, but this year’s "polling science" is proving harder to pin down. Why? Because more and more people don’t answer their phones, and that’s how pollsters traditionally get their information!
According to Fast Company, traditional polling methods are struggling to reach this tech-savvy generation, leading to challenges in accurately gauging their preferences.
That said, some trends are emerging. Gen Z tends to lean progressive, focusing on key issues like climate change, social justice, and economic inequality. Many are rallying behind candidates who prioritize these concerns, but exact numbers remain elusive due to their preference for texting and social media over phone conversations.
And much to my surprise, despite their video game-addled, social media-influenced, still-forming brains, Gen Zers and millennials are showing an unexpected level of optimism about the U.S. economy.
Yet, even with this optimism, they’re being more strategic with their spending. In fact, a hefty 76% of young consumers are "trading down"—either opting for cheaper alternatives or purchasing less, all in the name of finding better value (except, maybe, for those Taylor Swift concert tickets).
This aligns perfectly with what I’ve been saying for a while: value reigns supreme for younger shoppers! Price sensitivity and a sharp eye for deals mean brands need to offer more than just a shiny label—they’ve got to offer bang for their buck.
For companies aiming to capture this audience, the message is clear: focus on quality and value, or be left in the dust.
And for pollsters trying to find this audience—good luck.
As political campaigns adapt to this digital-first generation, we may see more innovative polling and outreach methods aimed at connecting with these young, influential voters.
THE PROVOCATIONS: Things I Read And Like
For Prophets:
For Pessimists
Google forms = dating app (Dazed)
For Pioneers
The fall's biggest trends, according to TikTok (via... TikTok)
For Parents:
"It’s almost shameful to want to have children" (L.A. Times)
Does AI really encourage cheating with students? (NewYorker)
42 Attorney Generals want to add warning labels to social media (WaPo)
🎓 Vocational School May Be Better Than Bachelors Programs (CNN)
And as of this weekend... Happy Fall!
