Social media is no longer about posting your homemade videos on Youtube – now, most successful videos are thos with professional production quality.

Sure people still post personal videos but those are not what gets watched – for the most part. Regardless of platform, Youtube, TikTok, Facebook – the most viewed content is essentially professional content production now.

A Handful of Accounts Create Most of What We See on Social Media – WSJ

Which also means that everything has come full circle – from “anyone can be a content producer” – and it’s the end of “mass media” – to, now it’s back to just being mass media, but with different creators. Who hire talent managers and consultants!

As the article notes, social media was once about personal messages and content; now it’s about mass content. Personal messaging will increasingly shrink on FB and IG, and be pushed into WhatsApp and other personal messaging apps.

Wow:

TikTok is now more popular than Netflix among consumers younger than 35, according to an October 2022 report from technology-research firm Omdia. Even more telling: In first place is YouTube, the original online TV analog.

Sounds as if the era of user generated content is gradually fading out, and being replaced with users who became professionals.

The purpose of users, now, is to consume others’ content – that is, other creators and influencers’ content