My brother, Paul, is convinced there are only a dozen JacoBLOG topics I keep recycling in one form or another. I think that’s ludicrous. I’m convinced there are at least 20 rotating topics I juggle through, not unlike a music rotation.
His point is well taken. But these days, a bonus topic has entered the conversation, supported by my daily interactions with lots of radio people. Many are trying to wrap their heads around the short-form video phenomenon. It seems like our online lives are being altered by the omnipresence of so-called “snackable” videos that are entertaining to watch, frequently one right after another….and another and another.
Like so many trends that have had their births in the digital space, the topic deserves to be under debate. Is it real or it is another in a long line of video fads? After all, isn’t it essentially what Vine and Quibi were all about (and look what happened to them?)
So, the central question is this: Does this content or its platforms have relevance to radio people? And if so, what should this content look like – its length, topics, and frequency – and what should be the strategy behind it?
For many in radio, the question always seems to come down to whether short-form videos in general, and TikTok specifically “are good for radio.” If you believe in the concept that our brands should strategically and consistently “meet the audience where they are,” then the answer is a resounding “YES.”
Our Techsurvey 2025 is proof positive this is a growing destination for core radio listeners. After all, that’s largely the population makeup of our 24,500+ respondents, more evidence radio audiences are immersed in “snackable” videos. Given that a respondent’s average age in our newest Techsurvey was 58 years of age, it’s even more compelling evidence this content matters, winning over eyes and ears.
I’ve shown this chart frequently since TS25 came out this spring because I think it’s one of the most important findings in the deck. In case you haven’t seen it, check out the healthy appetite for these “bite-sized” videos:
And yet, there’s a disconnect here. While more and more people are consuming this content, the priority to produce it seems to be somewhere between “low” and “non-existent” in most radio companies. And due to budget cutbacks over the past few years, some talented video creators have been sadly swept up in one round of RIFs or another.
The idea of whether short video production should be part of the content requirements management places on talent is rarely discussed or debated. As a result, most talent in both commercial and now Christian music radio view this skill as mostly unimportant in their career mobility and sustainability.
I covered this ground two weeks ago in a post titled “Will Radio Jump On TikTok’s “Silver Express?” which also depicted “the ability to produce TikTok video” as the lowest priority among desirable air talent skill sets. That same post also listed a 6-pack of benefits radio could derive from placing a higher premium on this content discipline that I hope you had a chance to read.
And now Fast Company (behind a paywall) has covered a fascinating university study that takes a “deep dive” into the art and strategy behind TikTok. In the same way, you cannot craft a smart plan of attack for winning in the ratings if you don’t understand the intricacies behind how the system actually works.
In “Inside a single day on TikTok: 117 million videos, billions of views,” Chris Stokel-Walker examines a research study published by Cornell University that thoroughly analyzes TikTok during a “typical” 24-hour day, cataloguing virtually everything – how many videos are produced, who’s watching, and content common threads that can help us understand how their mystery algorithm works. .
I downloaded the 27-page abstract, a collaboration of researchers from McGill University (Montreal), Northwestern University, and the Technical University of Munich. It is very “inside baseball” in its detail, but loaded with insights that can inform your planning conversations. To avoid the pitfalls of “random acts of digital” when it comes to these quick-hitting videos, brands
would be smart to apply as much strategy to their process as possible.
For example, could a short video initiative embrace a theme, building expectations among your viewers. You see a lot of this all over TikTok, a tactic that seems to work – if you choose the right theme. Like a benchmark bit for a morning show, hitting on a common short-form video style might help you cut through and establish an audience more quickly.
Because of TikTok’s massive platform – nearly five million videos are posted in a single hour – it took the researchers five months to complete this study.
Here are some key facts from their effort:
- Roughly 177 million videos were uploaded on TikTok during “a day in the life” of this platform – April 10, 2024, to be exact.
- Videos posted at exactly the 10th second of a minute outperformed those posted at different time intervals.
- The average video is just under 21 seconds long, viewed between 2,250 and 2,500 times.
- In the eastern time zone, engagement was best at 8am and 11pm. (Do the math for your time zone.)
- About one in five videos features children. Other popular themes (below) included “images with colorful backgrounds and graphics” and “selfies with fashionable outfits and watermarks.”
- You can download the report here.
The above chart is hard to read, so a magnifying glass might be helpful. There are topic insights embedded in this graphic that might inform your planning process.
Since TikTok’s beginnings, its Chinese lineage has created at air of mystery around the platform, its algorithm, and the other characteristics that has made it the most addictive of all the social sites.
Another excellent source is Exploding Topics, a trend-spotting company co-founded by
its CTO Josh Howarth (pictured). In his latest newsletter, Josh offers up his “Top TikTok Trends” as of May of this year.
He reminds us TikTok is now the #5 social media site with north of 1.8 billion monthly active users.
The newsletter catalogues the top 50 TikTok trends. Sitting comfortably in the #1 position is “BookToks,” videos that provide countdowns, reviews, and other resources for popular books – currently and historically.
Here’s an example, hosted by Abbie Konnick, who at more than 360,000 followers on TikTok might be making more money than your morning host:
@abbiekonnick The books you’ve seen EVERYWHERE that are actually worth a spot on your summer reading list 🤩🏖️📚 #booktok #bookrecs #popularbooks #booksthatareworththehype #bestbooks #summerreadinglist #summerreading #summerbooks #bookrecommendations #summerbookrecs #fivestarreads #fyp ♬ Coffee and Chords – ya-su
And in real life, here’s how these short videos are beginning to land for local radio brands and their hosts.
First up, a story by LAist, Los Angeles’ NPR News station. More and more, reporters and journalists are going to have to be trained in multimedia production to ensure their stories and coverage “meets the audience where they are.” This is a nice example of what TikTok storytelling can look like:
@laistofficialNew AI cameras caught over 5,500 L.A. city drivers illegally parked in bus lanes last month, racking up a whopping $1.6 million in fines! Find out how these costly tickets are being issued and which routes to be extra careful on. ✍ Kavish Harjai 🎥️ Brandon Killman♬ original sound – LAist
And then there’s what happens when a great morning show gives its audience the leeway to produce their own CGC – Consumer Generated Content. Here’s what happens when a popular radio station meets a TikTok influencer:
@myteacherface So honored!!! Thank you, Delsea and #prestonandsteveshow!!! #teachersoftiktok #teacher #teachingontiktok #teach #philadelphia #philly #gobirds #delco ♬ original sound – Myteacherface| YT IG LTK
Note that this teacher (MyTeacherFace) has nearly 870,000 TikTok followers, while this post has generated nearly 500 comments. In contrast, The Preston & Steve Show – at the center of this social flurry – has roughly 2,500 followers on TikTok. Thanks to this short video megatrend, do you think Preston & Steve are expanding their cume and their following?
It’s always smart to go to school on a new technology, brand, or platform before committing people, money, time, and other resources. This “A day in the life to TikTok” is a great beginner’s course.
Welcome to TikTok summer school.
Originally published by Jacobs Media
