Appreciated by an often young audience for his videos of a few tens of seconds, the Chinese social network has decided to offer a larger variety of format.
Le Monde with AFP
The Social Tiktok network will allow its users to post videos of a maximum of ten minutes, against three so far, an initiative placing it in more direct competition with its youtube rival. This decision comes eight months after a first recovery of the historic ceiling of a minute to three minutes.
Reported by several American media, this new limit has not yet been deployed in France, according to the findings of the world. And if the information, however, has been confirmed by AFP by a spokesman for Tiktok, he has not expired for the deployment of this feature in France.
“We hope that this will further boost the creativity of our contributors around the world,” said the spokesman for the Chinese bytedance group. Specialized in very short video streams that can be scrolled at the infinite, Tiktok seems like hunting on YouTube lands, the Long Content Reference generated by users.
Advertising motivations
In March 2021, YouTube had, for its part, sought to position themselves on the territory of Tiktok by launching YouTube Shorts, which allowed the manner of its competitor to use an extract from the soundtrack of a video Existing to register a diversion of sixty seconds.
Other social networks followed the path of short video, such as Instagram, who since August 2020 has been the real video functionality, or Snapchat, which has been offering the possibility to create short music videos since November thanks to the function Spotlight.
The gap between Tiktok and YouTube “is tight and longer videos could help Tiktok to catch up,” Judge Jasmine Engerg, an Insider Intelligence Analyst cited by AFP. “Longer videos also offer creators more monetization opportunities.” By multiplying the formats, Tiktok can hope for “growing [its] advertising activity”, always according to the analyst. These lengthened formats could also attract on the platform an older audience – the majority of the users of the application has today between 16 and 24 years
For the Chinese social network, the difficulty will be to integrate these long videos to the tiktok nervous stream, thought of not mobilizing too long attention. An internal report of the company, consulted in 2021 By the American media wired , emphasized that the videos more than a minute were” stressful “in the eyes of a small half of Tiktok users. The social network itself advises its creators of Limit the duration of their productions of twenty-one to thirty-four seconds.