Contrary to popular belief, TikTok users actually spend more time with longer videos than the ultra short formats. — AFP Relaxnews
Long renowned for its short and lively videos, TikTok's focus seems to be shifting to a different format. According to a study based on more than a million pieces of content, it is now videos lasting more than a minute that generate significantly more views and longer overall viewing time. Could this signal a turning point for the Chinese social network?
The longer, the better? That may be TikTok users' new adage. According to an analysis of more than 1.1 million videos by social network account management platform Buffer, content exceeding the 60-second threshold performs much better on the Chinese social network than shorter videos.
Eighty-six percent of videos posted on TikTok last less than a minute. The most common length is between ten and thirty seconds, with 33.7% of content fitting into this category. And that's not surprising, as many content creators find it easier and quicker to produce and post short content.
However, longer videos are getting more attention from a wider audience. In other words, content lasting longer than 60 seconds generates more unique views. According to the Buffer report, such videos have on average 43.2% more reach and 63.8% more viewing time than those between 30 and 60 seconds. The difference in performance is even more pronounced when longer formats are compared with those lasting 10 to 30 seconds (70.3% longer reach) and those lasting 5 to 10 seconds (95.7%). These results clearly show that duration plays a key role in the engagement with content.
What's the explanation behind this shift? While the platform initially found success with ultra-short, engaging videos that systematically grab users' attention, the Chinese giant now seems to value longer content to boost the amount of time spent on the app and thus keep its users connected for longer: "There's also less competition in the 60+ second category (remember, only 12.3% of videos fall into this range), giving these videos a better chance to stand out in a less crowded field," the report states.
This shift towards longer formats is far from insignificant. Initially limiting the length of videos to 15 seconds, TikTok has gradually increased the maximum length of video posts from 60 seconds to three minutes and eventually even to ten minutes. The objective is simple: to compete with YouTube and capture a wider audience that is already accustomed to longer formats.
It's a strategic move that is bearing fruit. Data reveals that videos longer than one minute get 63.8% more watch time than those lasting between 30 and 60 seconds. Users show a clear preference for longer content, with these videos getting 175.6% more watch time than videos lasting between 10 and 30 seconds, and up to 264.5% more watch time than those lasting between 5 and 10 seconds.
With a recent study denouncing the negative effects of short videos on children's school performance, longer-form content could soon become the norm on social media. – AFP Relaxnews
