Social media users are increasingly drawn to “video content” due to its accessibility and entertainment value. Therefore, it’s not surprising that TikTok, a platform focused on providing short-form video content, is transitioning from a small application to one of the leading social media platforms, attracting numerous brands, marketers, and businesses who are now prioritizing how to make their video content campaigns stand out and effectively reach their target audience.
The virality of short videos on TikTok has had a widespread impact on other social media platforms, prompting Facebook, Instagram, and YouTube to enter the market for short video clips in an attempt to compete with TikTok. This includes Facebook with its Facebook Reels and Instagram Reels features, and YouTube with the introduction of YouTube Shorts.
However, in 2022, it may seem paradoxical, but it’s a surprising reality that TikTok, a renowned platform for short-form videos, is shifting its focus towards longer video content. Will this move by TikTok create a new wave of popularity? This article will explore TikTok’s latest step, boldly reversing the trend it itself created.
From 15 Seconds to 10 Minutes
TikTok has once again increased the maximum video length, this time to 10 minutes. If you recall, when TikTok was first launched, videos were limited to just 15 seconds. Later, TikTok increased the maximum length from 15 seconds to 60 seconds, then to 3 minutes in July 2021. Most recently, TikTok has expanded the maximum video length to 10 minutes. The announcement stated:
“We are always thinking about creating new and valuable experiences for the TikTok community. Over the past year, we have introduced the ability to create longer video content, giving users more time to create. Today, we are excited to announce that we are increasing the maximum length to 10 minutes, which we hope will unlock even greater creative potential for Content Creators around the world.”
While competitors like Facebook, Instagram, and YouTube are focusing on providing short-form video content, TikTok is announcing a counter-trend by preparing to extend clip lengths instead.
Will TikTok Become an Official Competitor to YouTube?
Although TikTok’s effect has had a broad impact on social media platforms, prompting them to offer short-form video content, it must be acknowledged that the market for video content viewers isn’t solely comprised of those who enjoy short videos. TikTok is clearly entering to challenge this large market share, currently dominated by YouTube. Matt Navarra, a well-known social media consultant and analyst, commented on this issue:
“Increasing the maximum video clip length to 10 minutes could potentially impact video content providers like YouTube in the near future. If you observe the changes occurring at TikTok, they have been gradually increasing the maximum clip length, and it is expected to increase further in the future. While generally, longer content is easier to attract viewers to stay on a platform for longer, in the case of TikTok, it may require a carefully considered approach to presenting longer content. Remember that the nature of users on the TikTok platform tends to quickly select content, and the vertical display format makes it even easier for viewers to swipe to something else if it takes too long to understand the content.” It’s ironic that other competing platforms are trying to transform themselves into short-form video content providers, while TikTok, the leader in short clips, is instead moving in the opposite direction by adjusting content to be longer.
It remains to be seen whether TikTok’s reversal of the popular short-clip trend, by offering Content Creators and marketers the opportunity to upload videos up to 10 minutes long, will shake up the social media platform landscape as much as the short-clip phenomenon did.
For marketers or brands looking to maximize engagement from video content in their advertising campaigns, it’s worth keeping an eye on this trend. However, if you’re interested in creating advertising campaigns on social media platforms but don’t know where to start, feel free to consult us at Relevant Audience.
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