The short video grows longer and longer, and Tik Tok is ＂abandoning＂ the short video

Tik Tok, almost alone, slowly "changed". In the early days, the short video of Tik Tok for more than ten seconds occupied the sight of most users. Looking at it now, it is the medium and long videos that account for more. What caused this change? Let’s take a look!

Do you brush Tik Tok every day?

I have a friend who loves watching Tik Tok as much as I do.

A few days ago, he complained that it was getting longer and longer to watch a video on Tik Tok. Last time I went to the toilet to fish, I saw Tik Tok’s legs numb, and finally I had to hold the wall and go back to work.

He’s right. Tik Tok’s videos are getting longer and longer.

Tik Tok’s iconic 15s short video in the past is slowly disappearing.

Tik Tok, one of the pronouns of short video.

At the initial stage of the launch, Tik Tok focused on 15-second short videos, targeting at young people who are pursuing trends and fashions. A large number of short videos of handsome guys and beautiful women singing and dancing were the mainstream at that time.

With the continuous expansion of user groups, Tik Tok has launched a brand-new brand slogan "Record a Better Life".

Since then, Tik Tok has broken the shackles of a 15-second short video, and more diverse content has emerged.The short video on Tik Tok is getting longer, from 15 seconds, 30 seconds, 1 minute, 3 minutes, 5 minutes, 10 minutes, to 30 minutes, or even longer.

At present,Video content with a duration of 1 minute to 30 minutes is called medium video.Compared with the traditional short video, the medium video has the advantages of both the duration of short video and the content of long video, that is, the picture is more beautiful, the editing is better and the content is richer.

According to the "Career Development Report of Chinese Video Creators" jointly released by Watermelon Video and the new list, according to estimates, in the past year, the number of video users in high-frequency consumption reached 605 million, and the penetration rate of netizens was 64%, that is, 3 users in every 5 netizens consumed Chinese video in high frequency.

In order to encourage creators, create more medium and long videos..

In June, 2021, Watermelon Video, together with Tik Tok and Today Headlines, launched the "China Video Partner Program", and Tik Tok opened the traffic sharing program for the first time, giving creators a traffic sharing.

At the Tik Tok Creators’ Conference in 2022, Zhang Qi, the head of Tik Tok Zhongchang Video, said that the number of creators who plan to earn more than 10,000 yuan per month in China Video Partner Program has reached 17,000.

At this year’s Tik Tok Creators’ Conference, Tik Tok announced that it will strengthen the incentives for graphic content and medium and long videos, and continue to expand content categories and forms outside the short video track.

Source: Tik Tok

It can be seen that Tik Tok has begun to tilt its resources to medium and long videos, and the traditional short videos are being "abandoned".

In the past, I spent a whole day in Tik Tok, and almost all of them were videos of singing and dancing. Nowadays, there are more and more popular science, film and television commentary, teaching, live broadcast and so on, and the video duration is getting longer and longer.

Why do you say that?

Different roles have different answers.

For creators, a short video of 15 seconds has an obvious disadvantage, that is, it is easy to be copied.

A video burst, and countless people will immediately follow suit. Have a plenty of other online celebrity, have a plenty of other online celebrity under the same MCN. A script, everyone is shooting, the homogenization is very serious, and soon everyone will be tired of aesthetics, and the overall traffic will drop rapidly.

For example, if a video is on fire, they will copy and paste everything from scripts, videos and music. Then, the following happens.

Source: The city is not elk Elk (bilibili)

Sometimes, watching some short videos of drama, I don’t even know if I saw the original author, so I can only go to the comment area and hit my luck.

In addition,It is difficult for creators in some fields (such as knowledge, food, film and television commentary, finance and economics) to compress effective content to 15 seconds or even 1 minute.

Imagine if a short video evaluating a mobile phone is only 15 seconds, how can it tell you whether the mobile phone is good or not?

Theoretically, we should at least show all the data parameters and compare them with other friendly products.

Just 15 seconds is definitely not enough.

For creators, it is really inevitable that short videos will become longer.

What’s more,This move is conducive to the creator’s better realization. Only when the content is long can it have a better diversion effect, and it can effectively broadcast, bring goods and make products as guests.

At the end of the universe, it is still live broadcast with goods.

Not only is the creator himself willing,Tik Tok himself also focused on the issue of "short videos becoming longer".

In the short video contest, Tik Tok, Aauto Quicker and WeChat video number are the top three, and the Red Sea has already become a sea of blood. The incremental market has already become a stock market, and the growth rate of users has slowed down.

When the number of users increases to the ceiling, it is a good choice to start with the length of users.

In the past, fragmented and homogenized short videos were difficult to improve user stickiness and user duration. Chinese video with more beautiful pictures, better editing and richer content is undoubtedly an excellent means to attract users.

At present, Tik Tok’s short plays, which are popular on the Internet, also belong to Chinese video.

By the end of 2022, the number of daily broadcast users of Tik Tok short plays, represented by "Twenty-nine" and "Have a Heart for You" by Escape from the British Museum, increased by 67% compared with the previous 21 years, and the daily broadcast volume increased by 99%. Users who watch dramas actually stay in Tik Tok.

Source: Escape from the British Museum

Only by improving user stickiness, increasing user duration and improving user retention can we make money.

If the video quality is excellent, it can even rob users of long video websites. After all, the user overlap of major video giants is not low.

In any case,Tik Tok "abandoned" short videos, which is the general trend.