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It& #39;s official. Quibi is dead. 
https://abs.twimg.com/emoji/v2/... draggable="false" alt="😢" title="Weinendes Gesicht" aria-label="Emoji: Weinendes Gesicht"> Pandemic woes? I don& #39;t think so... mobile video consumption increased 38% in March. So what happened?!
Let& #39;s take a look at why TikTok& #39;s brand of mobile video is on firehttps://abs.twimg.com/emoji/v2/... draggable="false" alt="🔥" title="Feuer" aria-label="Emoji: Feuer">, and Quibi faltered... https://abs.twimg.com/emoji/v2/... draggable="false" alt="👇🏽" title="Rückhand Zeigefinger nach unten (mittlerer Hautton)" aria-label="Emoji: Rückhand Zeigefinger nach unten (mittlerer Hautton)">https://abs.twimg.com/emoji/v2/... draggable="false" alt="👇🏽" title="Rückhand Zeigefinger nach unten (mittlerer Hautton)" aria-label="Emoji: Rückhand Zeigefinger nach unten (mittlerer Hautton)">https://abs.twimg.com/emoji/v2/... draggable="false" alt="👇🏽" title="Rückhand Zeigefinger nach unten (mittlerer Hautton)" aria-label="Emoji: Rückhand Zeigefinger nach unten (mittlerer Hautton)">
Let& #39;s take a look at why TikTok& #39;s brand of mobile video is on fire
1/ TikTok and Quibi sought to win the same battle... reinvent video for mobile. We don& #39;t often get to A/B test strategy, but this is a natural experiment with lots of lessons.
2/ Quibi seems like the perfect formula—Hollywood quality in a snackable package. The "snackable video" strategy is baked into the name. Quibi was short for "quick bites".
3/ But Quibi missed an important point.
Snacks aren& #39;t fun because they& #39;re quick. Snacks are fun because they& #39;re shareable.
The defining feature of mobile isn& #39;t size and portability--it& #39;s connectivity.
Snacks aren& #39;t fun because they& #39;re quick. Snacks are fun because they& #39;re shareable.
The defining feature of mobile isn& #39;t size and portability--it& #39;s connectivity.
4/ Hollywood has mastered a classic formula that held true in the days when screens weren& #39;t interactive and connected. Today, the formula has changed.
5/ On mobile, entertainment value is the byproduct of production value and social value.
Social value is determined by the level of connection the viewer has with the content — because of who shared it or created it.
Social value is determined by the level of connection the viewer has with the content — because of who shared it or created it.
6/ Production value measures the "objective" level of quality of a piece of content. All things being equal, people enjoy higher production value content more than lower production value content.
But, all things are not equal...
But, all things are not equal...
7/ People enjoy content differently based on who is creating or sharing it.
8/ There have been successful products at various points along the social value/production value curve, and many failures that have fallen short.
9/ Snapchat is at one end of the spectrum. Their AR lenses offer tools for anyone to be able to create fun content. Your friend& #39;s baby face isn& #39;t going to win any Emmys, but it will make you laugh. The production value is low, but the social value is very high.
10/ The production value of Netflix shows is very high—so high only a handful of elite Hollywood content creators are able to achieve Netflix& #39;s bar for production value.
To an extent, Netflix is also a social experience, its shows are so good they drive word of mouth sharing.
To an extent, Netflix is also a social experience, its shows are so good they drive word of mouth sharing.
11/ The curve represents a minimum combination of social and production value necessary to achieve product/viewer fit, but some content exists way above the curve.
Game of Thrones, Tiger King and DoggFace208& #39;s cranberry set a high watermark for their platforms.
Game of Thrones, Tiger King and DoggFace208& #39;s cranberry set a high watermark for their platforms.
12/ Quibi added format, length, and viewing constraints that made it harder to compete with the production value of Netflix, but didn& #39;t supplement with increased social value.
Quibi made the mistake of thinking people want "short", but they really want "shareable and social".
Quibi made the mistake of thinking people want "short", but they really want "shareable and social".
13/ On the other hand, TikTok’s design takes a clear stance—snackable media is social media.
The right rail of TikTok is dedicated to the social interactions vital to the app’s experience: following creators, reacting, commenting, sharing, and mimicking the current video.
The right rail of TikTok is dedicated to the social interactions vital to the app’s experience: following creators, reacting, commenting, sharing, and mimicking the current video.
14/ TikTok& #39;s flywheel has a compounding effect — by blurring the line between creator and consumer, TikTok& #39;s algorithm taps into an ever expanding universe of videos to recommend.
Every day, TikTok delivers better content to their viewers and more motivation to their creators.
Every day, TikTok delivers better content to their viewers and more motivation to their creators.
15/ Quibi& #39;s fate wasn& #39;t written in stone — they have significant advantages which could be turned into a high growth product. But, it requires a different form of thinking.
16/ Quibi thought about itself as a film studio.
The company needed to think about itself as a social network.
The company needed to think about itself as a social network.
17/ Check out "The Entertainment Value Curve: Why TikTok is On Fire https://abs.twimg.com/emoji/v2/... draggable="false" alt="🔥" title="Feuer" aria-label="Emoji: Feuer"> and Quibi Isn’t" on @reforge for a deeper dive into the strategic lessons that will shape the future of social and entertainment. https://www.reforge.com/blog/entertainment-value-curve">https://www.reforge.com/blog/ente...
