TikTok's New Video Length Policy Stirs Up Concerns Among Some YouTubers
Are you one of those who prefer quick scrolling through short video clips? Well, TikTok's recent move might change that. The popular video-sharing app that popularized 60-second clips is now pushing for longer videos, leaving some YouTubers feeling uneasy about the potential changes in mood and strategies.
TikTok, the pioneer of short-form video content, is now urging users to create and watch longer videos, causing a ripple in the digital media sphere. The change comes as TikTok is officially phasing out its Creator Fund and requiring YouTubers wishing to monetize their content on the platform to join its Creative Program Beta. This new program allows videos longer than a minute if they're paid for, as part of the TikTok app.
This shift in strategy is like a nod towards TikTok's competitors, who have embraced longer video content in recent years. But some TikTok creators, like popular content creator Nicki Apostolou (formerly known as "recycldstardust"), who now has almost 150,000 followers and focuses on creating content about American Native culture, feel confined by this change.
Apostolou expressed her concerns about losing TikTok's initial charm, namely the ability to scroll through various types of content quickly, and the ease with which almost anyone can create content without much planning or resources. "I never have an hour-long idea" was Apostolou's honest admission.
TikTok spokesperson Zachary Kizer explained that the new Creative Program was developed based on feedback from previous Creator Funds and the desire to further enrich the TikTok experience for creators. But the changes have left some YouTubers pondering.
Kristen Stein, a media critic and Ph.D. candidate at the University of Chicago, believes that TikTok is aiming to show advertisers that they can get viewers to watch longer videos on their platform. However, she is curious to see how users react, as the app's fast-forward nature and brief video clips are a significant attraction.
Long-Term TikTok Strategy
Over the past three years, TikTok has gradually allowed longer video uploads, raising the time limit for videos from 1 minute to 3, 5, and ultimately, 10 minutes. Currently, TikTok is testing 15-minute videos but hasn't rolled them out publicly yet. In the last month, TikTok announced that it would shut down its Creator Fund in the US, UK, France, and Germany, leaving YouTube as the primary monetization option for creators who wish to remain on the platform.
In the new Creative Program, adult YouTubers with over 10,000 followers can earn money for longer videos that meet other requirements. According to TikTok's latest blog, long videos encourage viewers to spend more time with the content and build trust through more connections, information, and educational content.
TikTok did say that participants in the new program should expect higher payment per video, although some YouTubers reported earning thousands through the early stages of the program.
Embracing Long-Form Content
Denise Tabizon, a YouTuber known for her Astrology videos, shared that this change has significantly transformed her life, allowing her to work less and spend more time with her son. Her videos generally run under 10 seconds.
Despite some apprehensions, some creators are welcoming the changes. Tabizon expressed that she has started experimenting with longer videos to see if the improved payment will cover the additional effort. She added that TikTok users have, on average, doubled their earnings from monetized content by creating longer videos.
TikTok insisted that longer videos will be recommended based on user preferences, not just video length.
Laura Riegle, a TikTok creator known as "laurawiththecurls" with almost 120,000 followers, mentioned that creating longer videos requires more resources, including time and effort. Riegle, a full-time employee with a family, confessed that the creation of longer videos might feel overwhelming to some creators with fewer resources.
Nevertheless, Riegle also shared that TikTok offers alternative ways for creators to earn money outside of their in-app monetization fund, including through subscriptions or tips from followers. According to TikTok, the user count for these additional monetization options increased significantly in the last year.
Several YouTubers, like Apostolou, have raised concerns about TikTok's emphasis on paid video content, calling it too close to street performing for appreciation and tips.
Enrichment Data Insights
- YouTube's Long-Form Content Gains: Despite TikTok's shift to longer video content, YouTube's long-form content is still gaining traction. Recent research indicates that the average U.S. YouTube viewer now spends 8% more time watching long-form videos compared to Oct 2023.
- Competitive Landscape: The competitive nature of social media platforms means that creators must adapt their strategies. TikTok's algorithm benefits new and emerging creators, but YouTube's recommendation system tends to favor established creators, making it harder for newcomers to break through.
- Emotional Impact of Platform Changes: Beyond financial losses, the potential ban on TikTok had taken an emotional toll on many creators. The platform is not just a revenue stream but also a creative outlet and a source of identity for many influencers.
