After turning the social media world on its head and flocking customers towards short-form video, TikTok is now aggressively increasing into its opponents’ area with long-form video.
Social media mainstays like YouTube and Instagram have spent the final a number of years making an attempt to deal with the quickly rising TikTok competitors by providing their takes on the short-form video format that put TikTok on the map. However now TikTok is making an aggressive push towards long-form video, encouraging its creators to make longer movies there reasonably than transfer to its opponents.
“YouTube went out of its method to grow to be extra like TikTok, and now TikTok is making an attempt to grow to be extra like YouTube,” says Matt Koval, the founding father of consulting company Creator Dynamics, who beforehand labored at YouTube for almost a decade.
In October, TikTok invited its greatest creators to its New York places of work for an occasion designed round encouraging them to create extra movies at a minute or extra in size. Executives asserted that by making longer movies, creators will earn more cash and “have extra time to get their messages out.”
To drive the purpose dwelling, TikTok informed creators that customers are spending half their time on the app watching content material that’s longer than a minute — and creators who publish movies longer than a minute have 5 occasions the expansion price in followers of those that publish solely brief movies.
It is smart from an promoting standpoint that TikTok would need to push longer type content material, which permits extra time for creators to earn income from advert share, and usher in a much bigger piece of the pie for TikTok. YouTube follows this format, which allows it to proceed as a dominant creator platform that pays its creators.
With primarily 30-second clips, TikTok can’t earn the identical degree of advert income that YouTube can — a perplexing difficulty for short-form platforms that helped result in the TikTok-like Vine’s downfall in 2016.
However is that what TikTok’s customers are naturally shifting towards, or is it merely a plan for TikTok to take care of a monetarily aggressive foothold? As Gen Z and youthful generations are spending extra of their time on the app to cowl extra of their social media and leisure wants, it’s a wise transfer for TikTok to forged a wider internet.