• TikTok boosts visibility for creators posting horizontal videos over a minute.
• Eligibility for the boost requires over three months of TikTok presence.
• Goal is to diversify content and engage a broader audience with new orientations.

TikTok is enticing its content creators to venture into the realm of longer horizontal videos, exceeding the one-minute mark. The social media platform promises a significant “boost” in visibility within 72 hours of posting such content. To be eligible for this viewership boost, creators must have been active on TikTok for more than three months, and their videos should not be advertisements or associated with political parties.

Traditionally known for its vertical video format, TikTok’s latest initiative aims to diversify its content offering and potentially attract a wider audience. The shift towards horizontal videos challenges viewers to adapt to a different viewing orientation, breaking away from the conventional vertical experience. While most TikTok users engage with content on their mobile phones, the platform’s push for horizontal videos signifies a shift towards accommodating diverse content preferences.

The evolution of TikTok into a platform featuring longer videos has been unfolding gradually. Recent tests involving 30-minute long videos, coupled with an earlier expansion of video lengths to 15 minutes, indicate a trend toward more extended and diverse content. This move aligns TikTok with platforms like YouTube, where longer videos, often exceeding 10 minutes, are common for monetization purposes.

TikTok has been proactively encouraging creators to experiment with YouTube-like content. The introduction of the Series paywall program allows users to create collections of videos, lasting up to 20 minutes, available exclusively to paying subscribers. Creators have the flexibility to set subscription prices, ranging from $1 to $190. While TikTok’s Series feature offers a new monetization avenue, there is speculation that creators might be tempted to repurpose their YouTube content for the horizontal video format on TikTok.

Although YouTube remains a prominent platform for content creators due to higher monetization opportunities, TikTok’s latest strategy indicates its intent to bridge the gap and provide a comparable space for longer-form content. The push for longer horizontal videos on TikTok suggests a desire to diversify content offerings, keep users engaged, and compete with other platforms in the ever-evolving landscape of social media.

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