What Longer TikToks Mean for Brands

Since December 2020, TikTok has been testing three minute videos with a select group of creators. TikTok recently announced that these longer-form videos will be rolling out to all users in the coming weeks. What does this mean for the app as we know it? Should brands and marketers jump on the opportunity to create longer videos?

While creating longer form content will soon be an option for everyone, our experience shows that shorter videos perform better and have higher completion rates. That said, consumers are willing to stay and watch long-form content if the storytelling is present and captivating. 

What does this mean for marketers?

Snackable content on TikTok still reigns supreme, and brands shouldn’t feel inclined to leverage the longer format just because it’s an option. Whether or not to create a longer video will depend on the content itself. 

Here are a few considerations to keep in mind when deciding content length:

Complexity: Does your narrative truly need a longer duration to be understood?

Creators: Can the creator captivate an audience for this long?

Editing: Will this keep people’s attention?

Transformative Content: Is there an element to your video that disrupts the usual TikTok rhythm and cadence, and transports viewers in a positive way?

If your answer to all those questions is yes, then testing some longer TikTok videos may make sense for your brand. But if not, we recommend sticking to the original formula.

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