As a rise of the ciking caused a brief video gonka

The capture of Tiktok is a short form of videos, and the world’s largest technological platforms are racing.

Since the launch worldwide in 2016, Tiktok, owned by bytes, has gained more than 1.12 billion active users every month worldwide, Backlinko reports. US users spend an average of 108 minutes a day on the application, according to AppToptia.

Success Tiktok has reworked a landscape into social media, forcing competitors such as Meta and Google to turn their strategies around a short video form. But so far, experts say that no one has complied with the algorithmic accuracy of the ticket.

“This is the Internet Center for Youth,” said Vice President and Chief Analyst Emarketer Jasmin Enberg. “Here they go for entertainment, news, trends, even purchases. The tick sets the tone for everyone else.”

Platforms like MetaScrews in instagram and Google’s YouTube shorts have increased aggressivelyLaunch new features, creators tools and even reviewing individual applications to compete only. Microsoft-At LinkedIn, traditionally professional network site, is the last for experiments with Tiktok -style channels. But if Tiktok continues to develop, adding features such as e -commerce integration and longer videos, the question remains whether competitors may keep up.

“I’m scrolling every day. I’m constantly scrolling,” said Tiktok Creator Alice McCay.

But there is a dark side of this growth.

As the consumption of the short form takes off, the experts warn By reducing the spans of attention And the growth of mental health problems, especially among young users. Researchers such as Dr. Jan Ponchin, Associate Professor of the Center for Children’s Study at Yale University, indicate impaired sleep models and increase anxiety associated with endless scroll habits.

“Endless scroll and video with a short form is designed to attract your attention in short explosions,” said Dr. Ponchin. “In the past, the fun has talked about bringing you on a journey through shows or history. Now it is about blocking you for a few seconds, just enough to feed you the following that algorithm knows what you like.”

Despite its high interactions, short video monetization remains in heavy fighting. Unlike the long -form YouTube content, where the advertising can be inserted throughout, short clips offer a limited space for advertisers. The creators also feel the compression.

“It has never been easier to become viral,” Enberg said. “But it was never harder to turn this virus into a sustainable business.”

Last year, Tiktok created approximately $ 23.6 billion from advertising, according to Oberl, but even the growth of many creators still make only a few million views. YouTube shorts pay about four cents per 1,000 views, less than his long -form colleagues. Meanwhile, Instagram leaned against affiliate links and new tools, such as “trial drums” that allow the creators to experiment with the content, initially sharing the video with only the unreliable, giving them a low risk to check new formats or ideas before deciding on whether to share with their full audience. But meta told CNBC that the monetization of the drums remains unfinished.

At the time Learn the potential bansCompetitors see opportunities. Meta and YouTube are ready to seize up to 50% of the redistribution of AD dollars when Tiktok encounters restrictions in the US, reports Emarketer.

Watch the video To understand how the rise of the scam caused a short video -gonka.