A few years ago this would have sounded unusual. Today it is ordinary enough that most people do not think about it at all.

Creators said the comments section mattered more than the video itself. That is where the community formed.

What you can do

Platforms reward what keeps people watching, and this kept people watching.

Creators said the comments section mattered more than the video itself. That is where the community formed.

The format is simple, which is exactly why it spread. Anyone with a phone could join in within a minute.

Prices, habits and expectations have shifted a lot in the past few years, and this is one of the places where you can feel it most.