TikTok competes with YouTube - New 10 minute videos

TikTok, known for its short snappy clips is now taking on YouTube and increasing its video length to 10 minutes. This is a massive change from what we all know and love, but why have they done this? 

Why have TikTok increased the length of videos? 



Speaking to TechCrunch, TikTok divulged their hopes that the new length with"unleash even more creative possibilities for our creators around the world." This is the largest increase in video limits by far, initially only 15 seconds, over the last few years we’ve seen video limits increase to 1, then 3 and now ten minutes. 

Given the popularity of short form videos, on the app but also on competing platforms like Instagram with Reels, its interesting that they’ve gone for such a dramatic increase. But a big point to make is that for a platform like this, short form videos are hard to monetise; either through advertising or in-app purchases, it doesn’t come anywhere near to the potential of YouTube advertising. Some say this is what led to the downfall in 2017 of Vine.

Nowadays, when looking at platform technology and the life cycle of content creators in this creator economy, without monetisation, there is very little content. 

Many people when hearing the news might think, why would I want to watch a 10 minute video on TikTok? And its fair to ask this question when audiences are going to search, discover and consume content on YouTube and TikTok very differently, but in the short term, the channel won’t change immediately in light of this. 

Where is the future of TikTok heading with 10min videos?

TikTok users are served recommended content whilst YouTube operates more like Google with users actively searching out specific content - they’re more likely to watch a longer video if they have actively searched for it. 

However, TikTok has frequently changed and pivoted its platform and agenda in order to stay relevant and cutting edge. Its quite likely that longer-form video content could pop up on the app based on recommendations in a different tab. If the changes integrate well and work for both the user and content creator then this will allow creators to monetise long form videos across multiple channels and for brands to be even more savvy when it comes to marketing and ad spend. 

Soon we’ll be able to see how the competition heats up. 

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