TikTok has made the decision to extend the maximum length of videos to 10 minutes. A maneuver that may seem surprising as the trend is in the short format… However, long videos are much more suitable for monetization.
Over time, TikTok has kept extending the maximum length of its videos
It was first Matt Navarra, an analyst and consultant specializing in social networks, who shared on Twitter a message sent by TikTok to its users. The latter warns them that the duration of the videos posted on the application increases to ten minutes. Contacted by TechCrunch media, a TikTok spokesperson confirmed the information: “ We are always thinking of new ways to bring value to our community and enrich the TikTok experience. Last year, we introduced longer videos, giving our community more time to create and entertain on TikTok. Today, we’re excited to start rolling out the ability to upload videos up to 10 minutes in length, which we hope will unlock even more possibilities for our creators around the world. “.
Microsoft and Google would spam competing search engines
TikTok creeping in on YouTube territory
I can now upload videos up to 10 minutes long pic.twitter.com/P2Mbf4ygWV
— Matt Navarra (@MattNavarra) February 28, 2022
This is not the first time that the social network has decided to extend the maximum duration of its videos. Initially, the latter could not exceed fifteen seconds; a duration which then extended to sixty seconds and, last July, it reached three minutes. This last change is clearly the most radical decided by the platform, and if it has not explicitly stated it, there is a very good chance that this decision is motivated by a very specific reason.
The short format is difficult to monetize
Indeed, long formats are much easier to monetize than short formats. Vine’s story is the perfect example of this: the short-form video app, which was hugely successful in its early days, eventually had to throw in the towel because it couldn’t generate enough money.
Moving to longer formats makes it much less intrusive to insert ads into content, and gives creators the ability to make videos in which they promote a product, which can be very beneficial to those who specialize in makeup tutorials, cooking demonstrations, educational content, skits, etc.
By extending the duration of its videos, TikTok is getting closer to the model of YouTube, a platform on which monetization is much better than on the Chinese application.
On YouTube, content is more suitable for monetization than on TikTok. Photography: Jesus Loves Austin / Unsplash
A decision that raises questions
Paradoxically, TikTok is making this decision when the short format is in fashion, so much so that the majority of major social networks have taken inspiration from the Chinese platform by releasing their TikTok clone. This is particularly the case of Snapchat with Spotlight, Instagram with Reels (which has just been extended to Facebook) and YouTube with Shorts.
In the case of YouTube precisely, the platform uses Shorts as a lever for its creators, who can use short videos to attract viewers to their larger content where it is much easier to monetize… To see if TikTok wants to adapt a similar strategy. For the time being, however, it is unclear how long videos will be promoted on TikTok, if they will arrive directly in the ” for you for example, and whether users will adhere to the format.
Indeed, the trend is in the short format and it is likely that users will get tired of having to scroll through videos longer than five minutes… Moreover, it could be more difficult for TikTok to collect data on the viewing habits of users, data that is then used to power the very powerful algorithm of the application, which is why it has become so popular around the world.