Because you actually get to see people in their environment and interact with them by speaking in response, as you would have in an actual conversation.
It's not about content, it's about communicating with video snippets.
It's not about content, it's about communicating with video snippets.
If it was simply the short video aspect lending itself to feeling like it's a conversation that's driving engagement, Vine wouldn't have died the ignoble death it did. So imo there's more to it than that but it's definitely successful.
It is about content (imo) but that content came at the exact right time in humanity's history - during a pandemic when many people are feeling lonely, and a time when many people have their own smartphone and Internet is ubiquitous. The content, along with the algorithm surfacing it, is highly personal. While a video is obviously not personally made for me, the character in the video talks to me like it was, and that small delusion, makes the content highly engaging, and the short duration makes for more signal to plug into the algorithm.