ShortTake is your weekly FYP from The Shorty Awards for quick, new and thought-challenging takes on culture, creativity and TLDR. Things that need a closer look and things that need a completely different perspective. By Jeff Barrett, Chief Evangelist, Shorty Awards.
Is timing everything?
Microsoft is shutting down Skype in May.
At one point Skype was so popular it was a verb. Even with the pandemic, shift to remote work and greater adoption of video meetings it wasn’t to be for this $8.5B acquisition. Two things became the great takeaway.
This is ten percent luck, twenty percent skill, fifteen percent concentrated power of will. A certain generation – the same that once used AOL Instant Messenger will get that reference. Nothing stays in one place. Pivots aren’t recommended, they are mandatory. And it’s a good reminder as we head toward another potential tech revolution with AI, that some things we use heavily right now will be completely gone by 2030. That’s inevitable.
There’s also a less discussed part of the story to highlight. Microsoft pivoted long ago with Teams. They identified how consumption was evolving and correctly steered toward something that could have more long-term enterprise value. In hindsight these things all seem obvious but someone at Microsoft had the courage to let go of a very stong brand name in favor of what the future may look like.
It’s the very kind of decision – ones that will be required a lot during any major tech shift – that will determine relevance.
Are we ready for a new social media platform
Lia Haberman absolutely covered this best and check out ICYMI for all the details including a sit down with LTK’s Amber Venz Box.
LTK has already thought through how to migrate followings and the economy of scale problem that makes it hard to start any new platform. They also have deep expertise in social commerce. What this speaks to is the greater trend and greater appetite this year for new forms of monetization. Top creators all should be looking to launch their own products and leverage their deep influence for greater returns.
Add a new opportunity to the list in 2025 for brands and agencies. Is your engagement and expertise strong enough to be the platform itself rather than a tool or addition? What is stopping you? More specifically, in the case of LTK, whoever corners the market on social commerce is going to be set up for the next decade plus. The demand is there, the tools just need to be better.
The next social media platform will be shopping/live shopping dominant. Whatnot is good example but there isn’t something ubiquitous to compete with TikTok Shop. Like Twitter (limited text), Intsagram (Photos) and TikTok (Video Algorithm) have done before – this is where consumption is heading next. And just like branded podcasts and newsletters – it’s never too late to jump into a market that has high consumption.
Jacklyn Dallas
Speaking of branded podcasts, Jacklyn Dallas joined us on It’s No Fluke. Starting at the age of 13 on YouTube she has grown into deep interviews with Tim Cook and Sundar PIchai. And as The New York Times and most large media outlets move to video, her deeply researched format of news and content is becoming more the norm than the outlier. As the media industry shifts toward her expertise, she will only continue to grow in influence.
Please Don’t Destroy’s hilarious satire of NYT got it half right. Yes, people are always looking for This Viral Hot Chicken Recipe Will Have Your Partner Saying “Yes, Chef.” But we are also going to be leaning more on creators that deliver content specific to a niche, with expertise and entertainment to replace waning TV media consumption. RIP Skype today. RIP 24/7 breaking news chyrons tomorrow.
The creator economy trend of 2025 is emerging and undeniable
VC Firm Slow Ventures Is Investing $60 Million in Content Creators.
Not every creator is going to be built for VC investment and have the scalability to 10x their operation. But clearly enough do and the potential is there. Expect a greater but subtle shift of creators moving toward scalability. Look out for an upcoming episode of the podcast with Dhar Mann Studios on how to build a scaled operation that doesn’t depend on the creator/founder.
Also expect more long-term television and entertainment executives to jump into this space because they have the knowledge and expertise to scale the business while the creator focuses on building and growing the audience.
Deeper thoughts in Adweek
And finally – if you want more thoughts related to this week’s newsletter and the macro trends of the creator economy – check out this recent interview I did with Adweek and Cathy Hackl about the future of the creator economy and the moment(s) it’s having right now.
