Why TikTok Is Increasing The Length Of Video Uploads
Last week, TikTok announced it was expanding the length of video uploads. The update shouldn't come as much of a surprise as the short-form video platform has been steadily increasing the video upload lengths, moving from 15 seconds to 60 seconds to 3 minutes. With the latest update, TikTok is tripling video upload lengths, giving creators the ability to share videos as long as 10 minutes.
Over the coming weeks, creators who are on the latest version of TikTok's app will receive a notification when they have access to the extended video uploads.
More Flexibility & Time For Creators
By extending the video length, creators have more flexibility and time to share longer-form videos, such as tutorials, instructional content, and vlogs, similar to what can be done on YouTube today. This type of content can be quite lengthy, depending on the specific topic. Instead of having to create multiple parts and direct their viewers to specific videos to follow along, creators now can share this type of content in a more streamlined and easier-to-access way.
Due to this, creators can now share longer-form content directly on TikTok, instead of going to YouTube or somewhere else for that kind of content. Creators can leverage their existing audiences and TikTok's audience growth opportunities rather than having to start over on another platform.
This has already been happening since 2020 with many of TikTok's biggest stars launching YouTube channels or investing more in them after gaining fame from the short-form video app. Creators not only see YouTube as a way to diversify their content strategy, but also as an option to monetize through YouTube's revenue share program.
There Likely Is An Advertising Tie-In
TikTok is positioning this update as a way for creators to create longer, entertaining videos, but there's likely a bigger advertising tie-in. YouTube, which generated $30 billion in advertising revenue last year, has demonstrated that ads on long-form videos can be lucrative for a social media platform as well as its creators.
Although Facebook is attempting to break through with its recent launch of the banner and sticker ads for Facebook Reels, convincing advertisers of the value of advertisements on short-form video has proved to be difficult.
TikTok's move into longer videos may be in and of itself a solution to grow its advertising business. With longer videos, TikTok is now able to offer advertisers a new advertising format, such as pre-roll or mid-roll ads, taking advantage of the platform's vibrant community.
The Potential For A Revenue Share With Creators
This also opens up the opportunity for TikTok to do an advertising revenue share, similar to YouTube's Partner Program, where creators earn 55% of advertising revenue when enabling ads on their videos.
TikTok has faced a great deal of backlash for its current monetization options to date, which mostly revolve around brand partnerships and the TikTok Creator Fund. Giving the creators the ability to monetize through advertisements on their videos could help get TikTok back in the good graces of creators.
The Impact of Longer Video Uploads
As of right now, it is too early to determine the impact of longer video uploads or even the adoption of longer video uploads by creators. What is particularly interesting about this move is that it’s somewhat the opposite of what other social media platforms are doing.
YouTube, Facebook, and Instagram are all investing heavily in their respective short-form videos. YouTube will continue to be centered on long-form video, but it has confirmed that Shorts will become a significant part of the platform with new monetization options and tools slated for release. Meta has taken similar steps with its Reels formats on Facebook and Instagram. Instagram recently closed down its standalone IGTV app as well.
Due to TikTok's popularity, all social platforms are moving towards shorter, snackable content, but TikTok is now encouraging longer videos. The move to longer videos goes against the nature of TikTok, which is geared toward quick, short-form, and entertaining videos. The popularity of TikTok has been a key factor in increasing the preference of creators and consumers for short-form video. It won't be impossible for TikTok to get users accustomed to longer videos, but it will be a challenge due to short attention spans.
If longer videos are embraced by the TikTok community as a whole, it will be a win for TikTok and its creators. TikTok can drive platform engagement and increase its advertising business, and creators can use TikTok to express themselves in a new way and monetize their content.
