The 'YouTubification' of TikTok

It’s no exaggeration to say that TikTok revolutionised social media platforms, causing rivals to copy the vertical, short-form video format.

Now, it’s quietly swinging towards longer videos and a horizontal format, encroaching on a space traditionally dominated by YouTube*.

Let’s dig into the key shifts and why they matter…

TL;DR:

• TikTok now supports videos up to 30 minutes long

• The platform is encouraging horizontal video creation

Where This Started

As CNN said at the end of 2023, ‘Over the last three years, TikTok has steadily rolled out the ability to post longer videos on the app, increasing the time limit from one-minute to three-, five- and ultimately 10-minute videos. The platform is now testing 15-minute uploads, although they aren’t widely available.’

TikTok says it recommends these longer videos just like it does shorter ones -based on user preferences rather than video length. But regardless of what is happening behind the scenes, more longer content means more advertising options, which means more potential revenue.

Where This is Now

Creators on TikTok now receive a viewership boost for horizontal videos over a minute long. With debate raging online about the best platform for creators to make money and how sustainable - especially after the recent suspension of the TikTok Creator Fund - it is as a main source of income, any sort of incentives are worth promoting right now.

To quote The Verge, ‘The platform says it will “boost“ these videos within 72 hours of posting’, which also reminds us how crucial it is to closely manage social posts after it goes live by being active in the comments and tweaking content where necessary.

Where This is Heading

Viewing in horizontal mode isn’t new to people, but it is new for people watching TikTok. How quickly will people respond to the switch? It will be fascinating to see how this plays out.

Horizontal content also fits more neatly into campaigns across TV, cinema and OOH, which suggests easier integrated opportunities for future campaigns including TikTok in the media mix.

Why does this matter for marketers?

Firstly, ‘what’s the longer version of this idea?’ will become commonplace in ideation sessions. It makes sense to start here now, and then cut down to the short-form video version.

Brands should also consider what existing longer-form horizontal content they have that can be pushed via TikTok without much or any editing.

In addition, there is now greater potential than ever to use the same - or similar - assets across different platforms, creating more creative efficiency.

In an ideal world, content is created for a specific format, every time. But we all know that the world isn’t always ideal, especially in terms of budgets.

*YouTube is a client of VaynerMedia, my employer