⏳ Short Form Video Conundrum

FEATURE

TikTok sparked the short-form video craze and now wants longer ones

TikTok is moving away from its uber-short video roots.

TikTok is selling the idea of longer videos to creators. At a recent event, TikTok claimed users are now spending half their time watching content that is 1+ minutes. While creators who produce longer videos are "growing 5x as fast” - perhaps a hint that TikTok’s algorithm is favoring long videos.

By comparison, with YouTube, the platform can insert ads immediately before or during a particular video. And the creator of that video gets paid.

But because of how short TikTok videos tend to be, TikTok inserts ads at intervals between several videos. Which makes it harder to reward creators and incentivize them to keep producing for their platform versus competitors.

Sources: Social Media Today, The Information

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