What Happens When You Build a Media Company on TikTok, and it Goes Away?

Next in Creator Media spoke with Sol Betesh Co-Founder & CEO at Fallen Media, the company behind viral hits like Street Hearts and What's Popping, on why he's bullish on predictable, original series on short form platforms.

Betesh also talked about why brands are still asking lots of elementary questions when working with creators, and how he's planning to deal with a potential TikTok ban.

Takeaways:

• Short-form Video is King: Platforms like TikTok, Instagram Reels, and YouTube Shorts dominate modern content consumption. 

• Content Development is Strategic: Successful short-form series like "What's Poppin'" demonstrate the importance of iterative testing and audience feedback to refine formats and achieve viral success.

• Monetization Evolves Over Time: Initial revenue streams for creators may start modestly, but with consistent hits and engagement, brands begin seeking partnerships, as seen with collaborations from Adidas and Expedia.

• Brand Partnerships Benefit from Custom Integration: Creative campaigns, such as Westin's king-size bed in Central Park, showcase how unique content concepts can elevate brand visibility and audience connection.

• Consistency Builds Trust: Regular posting and series predictability resonate with both audiences and brands, much like traditional entertainment models adapted for short-form platforms.

• Agile Adaptation Across Platforms: While TikTok leads short-form innovation, creators hedge risks by maintaining strong presences on Instagram Reels, YouTube Shorts, and emerging alternatives like Snap Spotlight.

• Creative Collaboration Over Focus Groups: Brands increasingly entrust creators to align with their vision while retaining creative control, simplifying processes to deliver authentic and engaging content.

• Future of Short-form to Long-form: Successful short-form series often act as testbeds for scaling into longer formats, bridging gaps between digital platforms and traditional media outlets.

Guest: Sol Betesh

Host: Mike Shields

Sponsor: VuePlanner

Producer: FEL Creative