Is TikTok damaging its own USP?

It was announced a few days ago that TikTok will be increasing its video length to a whopping 10 minutes long. Over the past few years, the platform has been steadily increasing the length of videos, with the maximum of 3 minutes being rolled out last July. Is TikTok damaging its own USP by doing this?

What does TikTok say?

A TikTok spokesperson said in an interview, “We’re always thinking about new ways to bring value to our community and enrich the TikTok experience. Last year, we introduced longer videos, giving our community more time to create and be entertained on TikTok. Today, we’re excited to start rolling out the ability to upload videos that are up to 10 minutes, which we hope would unleash even more creative possibilities for our creators around the world.”

History

TikTok started back in 2018, and thanks to the pandemic, hit stratospheric levels with the amount of times the app was downloaded (it hit a total of 2 BILLION downloads in 2020!). People saw it as a boredom buster, and funny videos took their minds off being stuck indoors. The platform’s USP was its plithy, and short videos which have struck chord with many, leading some to become huge stars off the back of the app.

Imitation is the best form of flattery

So many other platforms have tried to copy TikTok’s success by introducing their own short video option, i.e. Reels on Facebook and Instagram, Shorts on YouTube. If others are copying you, surely you should be secure in the knowledge that you’ve invented a really cool thing?!

F28’s opinion

We’re not entirely sure why TikTok has made this decision. We think they want their users to stay on the platform longer and perhaps feel under pressure from its direct competition, YouTube who have always preferred longer content.

In our opinion, this move will narrow the difference between TikTok and YouTube. With attention spans getting shorter and shorter, even a 5 minute video runs the risk of losing your attention. A 10 minute video will get less engagement than that of a standard 15 second TikTok. Extending the video length may well switch off big creators on the platform, and therefore, could hurt it financially.

It feels like we’ve been here before though. Way back in 2017 with Twitter changing their character limit from 140 to 280, there was a huge uproar at the time but the platform doesn’t seem to have changed significantly as people had thought it would.

If the app did go under because of this decision, it would be a big shame. Whilst some might not ‘get’ TikTok, it has undoubtedly changed the way many businesses around the world connect with, and market to their followers. You can see the huge cultural impact it’s had everwhere you look.

Let’s see how this pans out!

If you have any questions about your social media marketing, please contact Gemma on 01884 308091.

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