By Mel Johnson
TikTok is well-known for short-form, punchy video content material. Nonetheless, a transfer towards longer content material could also be altering how audiences see the platform.
Breaking away from the 60-second restrict that’s the norm for short-form video content material platforms, TikTok started rolling out its 10-minute-long video function to eligible creators in early 2022 and to all customers by the start of 2023. Skepticism of this function because it was launched was rampant. Individuals apprehensive that this longer content material would lower engagement charges and content material high quality, however longer content material shortly proved to extend not solely engagement charges but in addition video publicity and followers.
As of 2024, half of the time customers spend watching content material on the platform is spent on movies longer than the 60-second mark. This, together with creator’s reporting as much as a fivefold improve in followers after producing longer content material within the first six months of the function’s launch are sturdy motivations to lean into extra prolonged content material on the platform. This can be a ver thrilling replace for these long-form centered content material creators and offers extra cause to place effort and time into making longer, partaking content material on TikTok.
TikTok can also be not simply embracing longer content material, however actively supporting it as nicely. They’re growing publicity on the “for you web page” (FYP) and revamping their creator fund to reward creators for posting movies longer than one minute. This strategic transfer by TikTok is meant to assist content material creators in exploring longer codecs, together with recognizing and rewarding these efforts.
Not all content material is created equal, although: essentially the most profitable, long-form content material on TikTok tends to be instructional, tutorials, storytimes and life-style vlogs.
This isn’t to say that each one creators ought to bounce into the deep finish of longer-form content material simply but, as short-form content material nonetheless has its place and stays in style amongst each audiences and creators. It additionally permits for uniform content material throughout platforms, together with people who don’t enable for longer movies, assume YouTube Shorts and Instagram Reels, and it nonetheless garners half of all TikTok watch time. So consider long-form content material as an addition to your present TikTok recreation plan, not a alternative for it.
