This morning, I published a deep dive into TikTok’s push into longer videos. While TikTok popularized 15-second clips, last month it began testing videos that are 15 minutes. It’s also incentivizing creators to post longer videos with a new creator fund that only rewards videos that are more than a minute. And it’s been testing full-screen horizontal videos, a big departure from the vertically oriented videos it popularized.
The fact that TikTok is throwing its weight behind long video is ironic, given the app’s short-form focus caused incumbents such as YouTube and Instagram to launch new products to keep up. The creators I’ve spoken to are pretty mixed about it: some are skeptical, while others are embracing the change.
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