Words by Luke Alland.
The rise of TikTok changed the game for everyone. Already long gone were the days where your feed was populated with people you actually knew, replaced with celebrities or pseudo-celebrities vying for your likes and comments. With TikTok entering the fold, virality entered its fast and furious phase.
Trends came at you like objects being thrown down a wind tunnel. Every five seconds, a new video seemed to be doing the rounds of strange dance routines to the latest trending song, just for someone else to interpret and change a tiny aspect leading into a new deluge of the same. Copy-Paste-Content-Culture is well and truly alive, my friends.
The problem with this is that you'll get a content creator that goes viral for one specific form of comedy or impression, for example, which then becomes the modus operandi for their online presence and subsequently leads to the inevitable watering down of that first, possibly brilliant video. The lead time for content creators to actually get things out is astounding. Compare it to music for example. There are years between albums which allows a band or an artist to grow and develop their range and repertoire. The same goes for stand ups also. People still remember and quote Eddie Murphy's iconic 'Delirious' set, and that's almost 40-years-old. Content creators are expected to produce every single day, if not for their 'fans', for the algorithm. It's better to get a few thousand page views for a poorer quality video than it is to not post at all.