“I definitely have to test the method more.”įound a new way to reach the youth /FdpD7dh16t- ostonox January 16, 2023 But Ostonox also saw an increased watch time. Part of the increased reach may have been due to more comments - people wanted to talk about the meme and their experiences of its effects. “It definitely led to much higher engagement than normal,” says Ostonox. In the replies to Piker’s video, viewers have left comments like “you were right, this format really makes me watch the entire video” and “I hate to say it but I’m a lot more engaged this way.” Despite the broadly negative reaction to the parody tweets above, there’s no reason to doubt the commenters who report that their little cousins and other young relatives really are watching this sort of content. And anecdotal evidence suggests that the trend does hold people’s attention. Ostonox likens this multitasking to something like doing chores while listening to a podcast. “It was both satirizing the current trend and it actually allowed viewers to watch something visually stimulating while still listening,” says Ostonox. On the right, the video showed brightly colored cylinders of kinetic sand over Subway Surfers gameplay.
On the left, a clip of Piker and the video he was responding to on stream played. But it’s not always easy to tell whether the collages are intended ironically or not - and they appear to be a successful strategy to boost engagement regardless.įor example, streamer and political commentator Hasan Piker’s account, run by editor Ostonox, posted a video in January split into four. The trend has hit the point of saturation where prominent streamers and brands have played along, often willfully poking fun at the trend. But the former was posted by the official Subway Surfers TikTok account, capitalizing on the 10-year-old endless runner mobile game’s sudden surge in popularity by posting a TikTok collage that exaggerated the style to include three video clips versus the usual two.
The latter is perhaps a more obvious parody of the trend. The audio clip for this video is borderline unlistenable, layering a robot reading a (potentially fake) Reddit post with multiple sound effects and “Cat’s in the Cradle ” by Harry Chapin.Īm I old or is something very wrong here /6TccyljcFV- Gillian Branstetter January 6, 2023īut neither video in these tweets is quite as straightforward as it appears. “This is what your little cousin watches 14 hours a day,” says another, captioning a video that splices another Family Guy clip with footage from what appears to be Jump Girl, a silly endless runner game that sees the protagonist bouncing off various items, including men and giant eggplants.
“Am I old or is something very wrong here,” reads one tweet, showing a video split three ways between Subway Surfers gameplay, an episode of Family Guy, and someone scooping and cutting sensory sand. Often, that attention is negative, particularly about the perceived attention spans of younger internet users. But they’ve also been shared on other platforms, where they’ve become a meme in and of themselves. These kinds of collaged videos - sometimes called “sludge content” - that play completely different footage side by side are proliferating on TikTok. Slime is being coiled and stretched next to a reupload of someone else’s POV sketch. The jumping, coin-collecting gameplay of Subway Surfers plays alongside a segment of a Twitch stream. Someone is chopping kinetic sand into neat, even cubes next to a clip from Family Guy.
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