We keep comparing “media networks” (Tiktok, Youtube, Twitter) and “social media networks” (Facebook, Instagram, Snapchat) as if they are similar. Both can be user generated content. At their core, they are more different than alike. Even if the social networks include some media
In social networks - the most important piece is finding and connecting with people you know directly. This becomes your core. All of the network building is getting from your contacts into codified relationships in the product.
In social networks you come back to the product often primarily to see content from those people you know. You post more often too - hoping to see responses from the people you know.
With messaging - this is the purest form of social networking. You message someone privately and hope for a response back. In any case, friends are the core. The raison d’etre.
Social networks have clearly extended beyond this and you will often see content from people you admire or content you want to enjoy. This is to make it richer since sometimes friend content isn’t enough. But if all the friend content and interactions left so would you.
Media networks on the other hand are all about connecting you to something you will enjoy watching. This starts from the onboarding - getting you to find your interests. And continues as the product shows you more and more content like it.
Tiktok is one of the purest forms of a media network since you just start watching and it learns quickly and tunes to become your personalized media network.
Media networks can allow you to participate - plenty of people can tweet or reply on Twitter to join the conversation. Or upload to Tiktok and even make a hit. And having even a few friends makes you feel much more connected too.
Netflix, HBO, Spotify are the extreme examples of media networks where the content is exclusively premium and heavily produced. Podcasting sits somewhere in the middle. Anyway - the content quality matters most of all. And it gets expensive even.
Anyway - all of these products are about capturing attention. With interest and attention you can either charge advertisers to interrupt the consumer attention stream, or charge consumers directly. So they all compete broadly.
But Tiktok isn’t a social network any more than youtube is a friends network vs going to Facebook to watch premium video (even though they want to!)
