One thing you can be sure of when it comes to social media marketing is that things are always changing. TikTok was originally thought of as a platform based on short content. When it launched, video content was limited to 15 seconds. That’s gradually gotten longer starting with increasing the length of videos to 60 seconds, then to a minute, then to three minutes.
TikTok increased the video length limit on their platform to 10 minutes in 2022. Now TikTok is testing video uploads with a 60-minute limit. TikTok states that creators who post longer videos end up with significantly more followers.
Why Longer Videos on TikTok Are Being Tested
Allowing longer videos on TikTok means long-form branded video content can be hosted on this platform rather than requiring creators to break videos up into several parts. Since many types of content don’t fit well into short videos such as educational lessons, cooking demonstrations, and other types of tutorials, TikTok wants to allow creators to have more flexibility and opportunities to experiment with long-form content. Creators are also being encouraged to share horizontal clips instead of vertical ones.
Can Longer Content on TikTok Help Marketers?
Longer videos could lead to better options in advertising. Another reason for this testing is that long-form content may encourage users to stay on the app longer. This could help TikTok better compete with one of its largest competitors, which is YouTube. With an option for longer content, creators who post exclusively on YouTube may begin posting on TikTok as well. To compete with TikTok, other platforms, such as LinkedIn and Meta, have started allowing shortform videos in their feeds.
Bite-size videos continue to be popular on TikTok since a large part of TikTok’s regular users favor short content. Short attention spans mean many users already watch videos at double speed so they can get through them quickly. TikTok’s algorithm will identify users interested in longer content and it won’t be shown to those who aren’t interested.
The option to experiment with 60-minute videos isn’t yet available to all marketers. Testing is being done with a limited number of users in select markets and there are no immediate plans to expand this testing. TikTok states that they frequently experiment with features that don’t become permanent.
Social Media Marketing Strategy
The decision on whether longer video content on TikTok or other platforms would be beneficial for your business depends on your target audience. Short content is appealing to many users, especially those in the 18- to 24-year-old demographic. Besides age group, the ideal video length for your audience depends on the type of content you post and your industry.
There are many factors to consider when developing an effective social media strategy. As social media marketing experts, Softline Solutions stays on top of developments and changes as they happen, which means we have the expertise to help you create a strategy that effectively builds your online presence. Get in touch with Softline Solutions today.
