TikTok is now encouraging users to embrace longer videos in a bold move to enhance creator monetisation. This strategy aims to counter the platform’s struggle to ensure significant income for its top creators from their TikTok content.
TikTok’s challenge in creator monetisation
Historically, TikTok has faced challenges in providing effective monetisation pathways for creators. This issue mirrors the struggles of Vine, TikTok’s predecessor, which ultimately shut down due to its inability to develop a competitive creator monetisation model. Presently, many of TikTok’s prominent creators are migrating to platforms like YouTube and Instagram, where monetisation prospects appear more lucrative.
Embracing longer-form content
TikTok’s recent initiative involves steering creators towards producing videos of at least a minute length. This move was highlighted during a private event at TikTok’s New York office in late October, where creators were encouraged to make longer videos. The rationale is that longer videos can potentially generate more revenue and offer more space for creators to convey their messages.
This strategy seeks to address the advantage YouTube holds with its ad revenue model. TikTok, predominantly featuring 30-second clips, has yet to implement a similar model. By promoting longer content, TikTok aims to align its user and creator base with more varied advertising options.
User response to longer videos
The pivot to longer content is already showing signs of influencing user behaviour. TikTok reports that users now spend half their time on the app watching videos longer than a minute. Moreover, creators who post longer videos have experienced a fivefold increase in follower growth rate compared to those posting shorter content. This trend suggests a gradual shift in TikTok’s role from a social network to an entertainment-focused platform, aligning with its self-description as “an entertainment app”.
Future prospects and challenges
Transitioning to longer content is part of TikTok’s broader strategy to enhance engagement and expand advertising opportunities. However, this shift requires time and adaptation, both for the platform and its users.
Simultaneously, TikTok continues to explore in-stream commerce initiatives, a key revenue source in its Chinese market. Despite this, Western audiences have shown limited interest in in-app shopping, further necessitating the shift towards longer videos.
This development poses an important consideration for marketing strategies in 2024, as TikTok evolves into a platform favouring longer, more engaging content.
