TikTok Is Adding 30 Minute Videos & Here's What It Could Mean For You.

Short form viral video platform TikTok is venturing into the land of long form video and this could not be a more INTERESTING move into the realm of long engagement content. Not every user is gaining access to this new content type, it's being trialled and rolled out in select regions and with select account holders. Time will tell if this feature sticks and how it could be launched in a future altered state but here is what we know for sure as of writing this blog:

• TikTok has been steadily increasing it's content length, moving upto 15 minute video lengths at the end of 2023.

• TikTok are moving into an "all content" arena, vying for user attention across multiple service delivery types with the launch of its music streaming service across Australia, Mexico and Singapore.

• Adding longer content types not only competes with YouTube for viewers screen time but moves into the TV streaming arena.

What we can definitively see here is that ByteDance having been paying close attention to the snippet style accounts which allow their users to watch tv and movies in smaller fun-size posts. Having the option to stream within the app itself would allow die hard users to stay within the confines of the app.

No social app has managed to create a single app "all service" offering - where users can access social content, music and stream all in the once place - and theoretically allow users to engage across all content types socially from a single account. Will TikTok be the first? We're not sure. The bigger question is; what this could mean for Australian businesses that operate accounts, interact with influencers and manage businesses on the platform?

• Streaming and music offer more diverse advertising options for businesses. If these features are fully realised you could maximise your ad-spend in a single app with broader ad types and millions of potential customers ACROSS different content spaces.

• UGC and influencer content could be supercharged or have diminished impact as TikTok users begin engaging with different content types. A music review account could see a boost in engagement, while snippet-TV accounts may see reduced engagement as longer form accounts begin to arise.

• Other social platforms which have taken a segregated approach to their content models (looking at you Meta) may begin to bleed users. This could mean fluctuations in conversion and ROAS for marketers in those places as users shift to different platforms that offer more

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Overall, it's a move to watch for everyone who lives on TikTok.