In June 2021, TikTok executives admitted that the site's users have very poor attention spans. A slide deck shown to Japanese advertisers claimed that TikTok users have such difficulty concentrating that the sites' snappy 60-second videos made it better at engaging them than any other social media platform.
TikTok representatives presented internal survey data, seen by WIRED, which they claimed showed that social media users are “flooded with large amounts of video content.” People’s ability to concentrate was being hit. Nearly 50 percent of users surveyed by TikTok said videos longer than a minute long were stressful; a third of users watched videos online at double speed.
The app overindexed among social media users compared to other large platforms for having just the right length of videos, TikTok data showed. And to hammer home the point, TikTok quoted a speed-watching laborer in his 20s in its slide deck. “It’s not because I don’t have time,” he said, “but because I can’t concentrate. I can’t concentrate.”
Less than a month later Drew Kirchhoff, TikTok’s US product manager, announced TikTok would extend the maximum video length from one to three minutes. Since then, the app has conducted widespread testing of five-minute-long videos between August 2021 and February 2022, and has even tried 10-minute videos among a small group of beta testers.
TikTok is betting that users don’t know best. Short videos can only get the app so far. While TikTok has ridden the wave of popularity that propelled it to the top of app stores worldwide, to sustainably grow its revenue, it needs longer videos, which gain more attention, and allow them to sell more ads. “Ultimately, if five-minute videos help TikTok push their average watch time up by even a few seconds, traditional advertisers may feel they have more freedom, and tech is always looking for as much revenue as possible,” says Karyn Spencer, an industry expert who previously worked for now-defunct short form video app Vine.
Yet while it is trying to tease out longer videos from its users—and longer attention spans from those of us watching—its competitors are chasing shorter videos. Instagram launched Reels and Snap launched Spotlight in 2020. YouTube launched Shorts and Pinterest launched idea pins the following year. All are capped at one minute. Brendan Gahan, partner and chief social officer at Mekanism, a New York creative advertising agency, says TikTok’s success has required it to change. “TikTok's success is a forcing function on the other social platforms,” he says. “They can't ignore the phenomenal growth - it’s so big it may be the future of social.” Videos that were less than a minute long made up 12 percent of total content on YouTube by 2021, according to video analytics firm Conviva.
While most social media watchers are fixated on the concept that TikTok is the place for short form video, its trajectory indicates that is an outdated perception. (The company declined to participate in this story.) In June 2020, a content playbook to teach organizations how to better use TikTok indicated videos lasting between 11 and 17 seconds worked best on TikTok. By November 2021, the optimal recommended video length had doubled to between 21 and 34 seconds. Data that TikTok shared with some creators in early 2022 and was seen by WIRED said that around one in four of the “highest performing” videos on TikTok fall into that sweet spot. Last year, TikTok rolled out smart TV apps worldwide, suggesting it sees a future in people dwelling on videos, similar to the way they watch TV shows.
"like this" - Google News
February 21, 2022 at 07:00PM
https://ift.tt/YVqb9CR
TikTok Wants Longer Videos—Whether You Like It or Not - Wired.co.uk
"like this" - Google News
https://ift.tt/jpACHtD
Shoes Man Tutorial
Pos News Update
Meme Update
Korean Entertainment News
Japan News Update
No comments:
Post a Comment