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TikTok’s long-form video plans signal its investment in the creator economy—and its plans to take on YouTube.

Mar 17 2022

TikTok’s long-form video plans signal its investment in the creator economy—and its plans to take on YouTube. ICYMI: Gen Z and Millennials’ favorite app (a.k.a. TikTok) has increased the maximum length of a video to a whopping 10 minutes—a major jump from its last video max length of three minutes. Not only is this a promising sign for advertisers, it’s an opportunity for TikTok’s vast community of content creators. Now, they can publish longer videos, which could help them develop deeper relationships with their audiences, and play around with new content formats in one place. The longer video format also shows how TikTok is gaining on YouTube. According to new data from eMarketer, TikTok usage among 12-17-year-olds rose 13.6% from 2020 to 2021, compared to 1.5% for YouTube usage during that same period. (In fairness, YouTube usage is already incredibly high, so it’s harder for the OG vid platform to show growth). YPulse’s New Content Creators trend research shows TikTok is a go-to platform among Gen Zers who create content for a broad audience, and our social media behavior research shows 70% of Gen Z use TikTok—up from 56% in 2021. (ProtocolTubefilter)