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TikTok introduced this month that it’s updating the utmost size of movies on its platform from three minutes to 10. Sophia Cohen, Head of Influencer Advertising and marketing at Moburst, discusses a few of the current modifications made to the TikTok platform.
What Is the Massive TikTok Replace?
The replace is a giant deal as a result of TikTok has at all times been a short-form video platform – so the query arises, is it nonetheless?
It appears the choice was made in a bid to permit influencers to create extra in-depth vlogs, versus simply snappy clips, and never must ship their viewers elsewhere for longer content material.
How Has the Business Responded?
The industry-wide consensus about TikTok’s new change has been overwhelmingly damaging. Change brings with it new metrics, new finest practices, and a shift in strategy, so it’s typically greeted with skepticism.
Nevertheless, critics really feel that even TikTok’s justification for introducing the replace validates their considerations – they wish to give creators the possibility to supply long-form content material, however that detracts from TikTok’s present (very profitable) formulation.
The important thing to TikTok’s success up till now lies in the best way customers are incentivized to repeatedly rewatch movies on the platform. Whether or not a sure component caught their consideration, they missed a selected clip, or one thing amused them, there’s nothing to lose from watching once more given how brief the movies are.
The snappy movies, from challenges to outfit prepare with me’s (GRWM), encourage customers to rewatch them repeatedly.
The brand new ten-minute most video size will imply customers are much less prone to rewatch TikTok movies, so the general views will go down. Considerably begrudgingly, the {industry} should set new benchmarks as soon as extra.
Why Did TikTok Make This Change?
TikTok revealed that it made the utmost size longer to cater to creators who wish to produce extra long-form content material. Positively talking, this presents more room for several types of creators and completely different kinds of content material.
For instance, health instructors will now have the ability to create ten-minute, full-body exercise periods as an alternative of fast three-minute ab exercises. Or, style stylists will have the ability to information individuals via every week’s price of outfits reasonably than a day.
Because of this, these creators will not must redirect their viewers elsewhere, equivalent to on YouTube, which they’ve been doing for a while. Consequently, TikTok is asserting itself as a direct competitor of YouTube, whereas providing creators the possibility to maintain all of their content material centralized in a single place.
There’s no denying that TikTok is attempting to monetize the app much more by giving each shoppers and creators an additional function that forestalls the necessity for YouTube video “trailers” redirecting TikTok followers to longer-form content material there.
Is There a Answer to Make This Replace Higher Obtained by the Business?
Effectively, an concept Moburst has regarded into is whether or not TikTok may transfer its long-form movies to a devoted part of the app that’s separate from the For You web page.
Or, the answer may even be so simple as including a filter to permit customers to decide on the utmost size of movies they need. This may additionally give creators information on what size movies customers truly favor.
With both of those strategies, the long-form movies received’t interrupt the fast-paced nature of the For You web page if customers don’t need them to. This may be one of the simplest ways to maintain the TikTok dynamic as near what individuals at the moment know and love.
In spite of everything, isn’t one of many fundamental causes individuals use TikTok (versus one other social media platform) for its short-form video content material?
TikTok has been the {industry} chief on this realm, to the purpose the place practically each different platform has tried to repeat it, equivalent to Instagram with Reels or YouTube with Shorts. Reels outperform all different Instagram options, which suggests TikTok’s going to see an identical sample.
On the finish of the day, you’ve obtained to have religion this can be pulled off efficiently provided that it’s TikTok, and, effectively, that speaks for itself.
Nevertheless, Moburst can’t assist however query that with out sticking to only brief movies, fast tendencies, bite-sized content material, and the whole lot else geared in direction of conserving individuals scrolling – will TikTok preserve its top-tier standing?
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