Short-form video giant TikTok is set to be short-form no more, with its announcement that all users can now upload longer videos on the app.
The trend of short-form videos has expanded rapidly in recent years with the explosion in popularity of TikTok. Now, it seems like every social media platform trying to get in on the action, with the likes of Meta’s Reels and YouTube’s Shorts being just two examples.
However, while TikTok’s popularity is undeniable, its model does have one challenge – the monetisation of its content. The Meta-owned Facebook and Instagram, for example, which offer multiple content types, have vast monetisation opportunities for creators, while short-form video clips provide limited scope to do so.
Originally, TikTok clips were limited to a duration of just 15 seconds, then being extended to one minute, and then further again to three minutes and five minutes. Now, however, users will have the option of posting clips of up to 10 minutes long.
The platform told TechCrunch:
“We’re always thinking about new ways to bring value to our community and enrich the TikTok experience. Today, we’re excited to start rolling out the ability to upload videos that are up to 10 minutes, which we hope would unleash even more creative possibilities for our creators around the world.”
This longer-form video option will likely lead to increased monetisation options for content creators on the app – after all, an ad (or several) is much more likely and accepted in a 10-minute video than it is in a one-minute clip.
Some may believe this signifies TikTok moving away from its roots, and may doubt whether longer-form videos will be a success. However, it’s worth noting that the platform has already allowed longer livestreamed videos in its main feed, and certain creators have had the ability to post longer videos for a while now. What’s more, China’s TikTok equivalent, Douyin, has allowed all users to upload videos up to 15-minutes long since back in 2019.
While the success of longer TikToks will be determined in a matter of time, this is yet another example of how businesses and individuals can utilise social media and other platforms to reach more people and earn more money on the web. If you need help with this, we’re here to help at Engage Web, so why not get in touch?