tiktok Archives - Digital Marketing Devon

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.

Check out our other blogs here.

Recently we have been working alongside Somerset County Council & Somerset Survivors, in a bid to promote ‘Healthy Teenage Relationships’.

Video Optimized for YouTube Campaign

They had a video created with the view of getting as many people as they possibly could, to see it in the Somerset area.

We managed the campaign and promoted the video using Facebook, YouTube & Google ads.

275,000+ Total Views
700,000+ Impressions
1,850+ Website Clicks

Average Cost Per View = 1p
Lives Changed = LOTS

The video itsself, looks to address signs that may occur within an abusive relationship. Selecting the correct keywords for our Google ad was key for the adverts performance and impact.

ABOUT YOUTUBE VIDEO ADS

Since Google acquired YouTube it has driven it past all other video website hosting offerings, and now you could pay in an effort to have a YouTube video appear as the top result for a key-word or as an advert within your consumer’s favourite YouTube videos.

It also reaches a particular audience on the YouTube video and channel additionally which boosts your platform, including likes and subscribers. We can plan and execute video ideas at Function28, making sure the video tells the story you are after.

“I am absolutely delighted with the way Function28 have helped us deliver a key campaign at the Somerset County Council. We approached Function28 to help us with optimisation on YouTube, Google, and Facebook ads. Later we piloted a TikTok campaign with their help which was equally successful. The campaign outcomes have been so positive that it has set internal benchmarks. A special mention and thanks to Ross for his hard work and superior client servicing. I am sure we have a long association with Function28 and that the team will certainly deliver on future campaigns equally well. Give these guys a chance to do some good work for you. Highly recommend Function28.”

Devleena Roy – Safer Somerset Partnership

Videos Optimized for TikTok Campaign

Function28 worked alongside Nige an animator from Devon to create a powerful TikTok video in just the 15 seconds permitted. With a brief from the client, we went ahead and put together storyboards after some research, and came up with various ideas to make this campaign as successful as possible.

Once we got the story signed off by Somerset Survivors, Nigel went ahead and created the animations ready for TikTok. Below you can see the end results and how they performed. One focusing on ‘County Lines’ and the other ‘Healthy Teenage Relationships’.

@fearlessTell us what you know about County Lines, anonymously…♬ Promoted Music – fearless

@somersetsurvivorsIf you are in an abusive relationship, help & support is available…♬ Promoted Music – somersetsurvivors

ABOUT TIKTOK ADS

Unless you’ve been living under a rock, you’ve probably heard the buzz about social media app TikTok over the past year. With its easy-to-consume content being watched by millions of people every day, it’s simple to understand why there’s a growing buzz about TikTok ads, and businesses when to get the audience engaging with their content.

Having only been around in its current form since late 2018, it’s very much early days in the TikTok advertising world. But this is also a great time to make the most of the potential reach you can gain from this platform. The ads we have run for clients already, surpass stats from every other platform.

After more details?

If you would like to discuss with us about running a campiagn like this please do not hesitate to get in touch info@function28.co.uk or call 01884 308091