📈 Increasing Video Lengths
TikTok is experimenting with 60-minute video uploads for certain users. This is a significant shift from its shortform content origins. In January, some creators got access to 30-minute clips, and now, users can upload videos up to 10 minutes long. Additionally, creators with subscriptions can upload 20-minute videos.
🎥 Shifting to Longform Content
TikTok's journey began with shortform vertical videos, but now it's promoting longer content. Earlier this year, creators were encouraged to upload horizontal videos for a "boost" in visibility. To join TikTok's monetization program, videos must now be longer than a minute.
🆚 Competing Platforms
TikTok's success has led other platforms, like Meta and YouTube, to introduce shortform video features. However, TikTok is doubling down on longform content and livestreaming, formats typically associated with YouTube and Twitch. Last year, TikTok hosted a livestreamed music competition, highlighting its pivot.
📊 Strategy and Engagement
TikTok aims to boost user engagement and monetization through longer videos. By experimenting with different video lengths and formats, TikTok is positioning itself as a versatile platform for creators. This strategy could help TikTok maintain its competitive edge and attract a broader audience.
Do you think longer videos will improve TikTok?
