TikTok is introducing a new 10 minute video length to all users.
The viral video app is known for short-form, quick-win videos — but it might not be for much longer.
It’s a huge change for the viral video app, and one that begs the question: why?
Why Is TikTok Increasing Video Length?
In a statement to TechCrunch, TikTok shared they hope the newly increased limit will "unleash even more creative possibilities for our creators around the world."
TikTok has been gradually upping video limits over the last few years. First 15 seconds. Then one minute. Then three minutes. Now ten.
Next stop: Infinity... and beyond?
It’s an interesting move for TikTok, especially given the rise in popularity of short form videos.
However, short form videos are notoriously hard to monetize.
While TikTok does have a Creator Fund and tipping features, it’s doesn't come close to the payout potential of YouTube advertising.
Which is a problem. In fact, this is exactly what led to the downfall of Vine in 2017.
It doesn’t get said enough how much Twitter fumbled the bag by shutting down Vine lol— camvid-19 (@cameronwilson) October 19, 2021
TL;DR: When it comes to the creator economy, no monetization = no content.
However, the question remains: does anyone actually want to watch a 10 minute video on TikTok?
There's a major difference between how users discover and consume content on TikTok and YouTube, and the introduction of a new, 10 minute format won't change that fact overnight.
What Do 10 Minute Videos Mean for the Future of TikTok?
As we've covered, TikTok isn't really built for long-form videos. It serves recommended content to viewers.
YouTube, on the other hand, operates like a search engine. And users are much more likely to watch a longer video when they've purposefully searched for it.
10 minutes is a damn tedtok https://t.co/tLway2iNV4— hunter harris (@hunteryharris) February 28, 2022
However, TikTok has never been afraid to pivot to make something work.
With this in mind, it wouldn’t be too farfetched to see a separate tab for longer-form video content popping up on the app.
If TikTok does manage to get this right, it opens to floodgates for creators to share long-form videos across multiple channels — and for brands to take their pick when it comes to their ad spend.
TikTok vs YouTube. The battle is on.
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