The Rise of Longform Content on TikTok

TikTok has long been synonymous with short, snappy videos that capture attention in just a few seconds. However, the platform is undergoing a significant shift as it begins to prioritise longer-form content, with videos now extending up to 10 minutes. 

This pivot toward marathon content represents a new frontier for TikTok and offers both opportunities and challenges for creators and marketers alike. Let’s take a look at the rise of longform content on TikTok, its implications for the platform, and how you can leverage this trend to maximise your reach and engagement.

The Evolution of TikTok: From Short Clips to Longform Content

Originally, TikTok gained popularity by revolutionising short-form content, with videos capped at 15 seconds. This format encouraged creativity and quick storytelling, perfectly suited to the platform’s young, mobile-first audience. 

However, as TikTok has grown, so has its ambition to become more than just a short-video app. With recent updates, TikTok now allows videos up to 10 minutes long, signalling a shift toward more diverse and in-depth content.

This transition aligns with a broader trend across social media platforms, where longer videos are increasingly being prioritised. 

Platforms like YouTube and Instagram have long supported longer content, and now TikTok is following suit. The move to longer videos allows TikTok to compete more directly with these platforms and offers creators new ways to engage their audiences.

Why Longform Content Matters on TikTok

The shift to longform content on TikTok opens up a wealth of opportunities for creators and brands. Here are some key reasons why this evolution is significant:

Deeper Engagement

Longer videos on TikTok offer creators the unique ability to dive deep into their content, providing a more immersive experience for viewers. Unlike short-form videos, which often require creators to compress their ideas into a few seconds, longform content allows for a more thorough exploration of topics. 

This is particularly beneficial for educational content, where detailed explanations and step-by-step tutorials are essential. Creators can take the time to unpack complex subjects, answer common questions, and provide additional context that would be impossible in shorter formats. 

This depth of content can lead to higher viewer retention rates, as audiences are more likely to stay engaged when they receive comprehensive and valuable information. 

Additionally, the ability to delve into storytelling, whether through narrative-driven content or detailed vlogs, allows creators to build stronger connections with their audience, fostering loyalty and encouraging repeat viewership.

Better Storytelling

Storytelling is a powerful tool in content creation, and longform content on TikTok significantly enhances a creator's ability to craft and develop more complex stories. 

With more time, creators can introduce nuanced characters, explore intricate plotlines, and build emotional depth that resonates with viewers. This is particularly advantageous for creators who focus on serialised content or who want to take their audience on a journey over the course of a single video. 

For example, content creators in the realms of drama, comedy, or even docuseries can now craft episodes that resemble traditional television or web series, making TikTok a viable platform for more ambitious storytelling projects. 

This evolution opens up new creative possibilities that were previously limited to platforms like YouTube or streaming services, allowing TikTok to compete more directly in the domain of in-depth, narrative-driven content.

Increased Ad Revenue Opportunities

For marketers, the shift to longform content on TikTok represents a significant opportunity to increase ad revenue. 

Longer videos naturally provide more space for advertisements, whether through mid-roll ads, sponsored content, or integrated brand mentions. This is a major advantage for brands looking to maximise their return on investment (ROI) on the platform. Moreover, TikTok’s algorithm, which prioritises content that keeps viewers engaged for longer periods, may favour longform videos, making them more likely to appear in users’ feeds. 

This increased visibility can lead to higher ad impressions and greater monetisation opportunities. Brands can also leverage the additional time to create more elaborate and engaging advertisements that resonate with the audience, further driving the effectiveness of their marketing campaigns. 

As TikTok continues to evolve, the platform’s potential for revenue generation through longform content is likely to grow, making it an increasingly attractive option for advertisers.

Audience Retention

Audience retention is a key metric for success on any content platform, and longform content on TikTok is particularly well-suited for building and maintaining a loyal viewership. While short-form videos are effective for grabbing attention quickly, they often lack the depth needed to keep viewers engaged over time. 

Longform content, on the other hand, allows creators to develop ongoing narratives or in-depth discussions that encourage viewers to stay for the entire duration of the video. This extended engagement not only boosts retention rates but also helps in building a more dedicated fanbase. 

Viewers who invest their time in longer content are more likely to return for future videos, subscribe to channels, and even engage with additional content like live streams or community posts. For creators, this means a more stable and reliable audience base, which is crucial for long-term growth on the platform. 

By focusing on content that encourages viewers to stay engaged longer, creators can enhance their presence on TikTok and build stronger relationships with their audience.

Strategies for Creating Longform Content on TikTok

If you’re a creator or brand looking to take advantage of TikTok’s shift toward longform content, here are some strategies to consider:

1. Plan Your Content Carefully

Longform content requires more planning and structure than short videos. Outline your key points, develop a strong narrative, and ensure that your content remains engaging throughout the video. Break your content into segments or chapters if necessary to maintain viewer interest.

2. Leverage TikTok’s Features

Use TikTok’s editing tools to enhance your longform videos. Features like transitions, text overlays, and effects can help keep your audience engaged. Additionally, consider using TikTok’s live streaming capabilities to create even longer, interactive content.

3. Engage with Your Audience

Longform content offers more opportunities for interaction. Use this time to engage with your audience directly—ask questions, respond to comments, or include calls to action that encourage viewers to interact with your content.

4. Optimise for TikTok’s Algorithm

As TikTok continues to evolve its algorithm to prioritise longform content, make sure your videos are optimised for discoverability. Use relevant hashtags, trending sounds, and engaging thumbnails to attract viewers.

Challenges of Longform Content on TikTok

While the shift to longform content on TikTok presents many opportunities, it also comes with challenges:

Maintaining Engagement

Keeping viewers engaged for longer periods is more challenging on a platform that was initially designed for short attention spans. Creators need to ensure that every second of their content adds value.

Algorithm Changes

As TikTok’s algorithm adapts to favour longform content, creators must stay informed about these changes and adjust their strategies accordingly. Videos that don’t perform well in the new algorithm might see reduced visibility.

Content Production

Producing high-quality longform content requires more time and resources. Creators and brands need to balance the investment of creating longer videos with the potential returns in engagement and revenue.

The Future of TikTok and Longform Content

As TikTok shifts toward longform content, the platform is evolving into a more versatile and powerful tool for creators and marketers. By embracing this change, rights holders and brands can unlock new opportunities for deeper engagement, richer storytelling, and increased revenue. However, success in this new landscape will require careful planning, creativity, and a keen understanding of TikTok’s evolving algorithm.

For those ready to adapt and innovate, the rise of longform content on TikTok offers a promising avenue for growth and audience expansion.

As TikTok continues to evolve towards longform content, ensuring your brand's presence is optimised across all digital platforms is more important than ever. Little Dot Studios specialises in maximising content impact through expert digital strategy, content creation, and audience engagement. Whether you're looking to leverage TikTok's latest trends or expand your reach across multiple platforms, contact us to discover how we can help you navigate and thrive in the ever-changing digital landscape.