TikTok revealed that users now spend half their time on the app watching videos longer than 60 seconds. Creators who posted videos longer than one minute gained five times more followers than creators who posted shorter videos in the six months before a TikTok creator event in late October, according to The Information. As a result, TikTok is considering increasing its video length to 15 minutes from its current 10-minute max. However, it is unclear how TikTok measures a view, which could affect the reliability of the data. A former YouTube employee expressed doubts about whether the momentum towards long-form content on TikTok will continue due to the app’s fast-scrolling nature. And despite the potential for increased ad revenue with longer videos, there is uncertainty about whether TikTok users will be receptive to the change. YPulse data shows young people are almost exactly split for preferring short- and long-form content but have different content preferences for every platform they visit. (Tubefilter)
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