When Tiktok First came, other social media companies struggled to emulate the format, as users seemed to force themselves to the short content that made the platform famous. But now “changes course” and drives users and creators to “make and consume longer videos,” CNN reported. On December 16, the company began to discontinue its “Creator Fund” and will replace it with its New ”Creativity program Beta“That requires videos longer than one minute if the creators want to make money on their content. The platform appreciates that the creators can do over 20 times more than before.
The change comes when the platform predicts a change in the way of thinking within the Tiktok community “which is characterized by curiosity, imagination, vulnerability and courage,” per company “What is the next 2024 trend report. “TikTok has appointed the” Creative Bravery “and predicts that brands that” constantly evoke global curiosity, increase traditional stories norms and build confidence with its audience “will have the most success on the platform next year. Authenticity and vulnerability seems to be critical sales positions now .
TikTok has emerged as an important market for digital marketers in recent years and has built a loyal, growing base of users, especially among Younger generations. While the platform knocks on authenticity to drive revenue in 2024, some creators hesitate to deviate from the shorter formats they are used to.
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Prepare for “more authentic, niche groups”
Although 2023 was a turbulent year for large media and technology companies, Global Marketing Agency Forrest predicted that they are prepared to “further cement their value with advertisers” 2024, Marketing Brew reported. According to the agency ‘Predictions 2024: Media and advertising“Study, in particular Tictok is about to” potentially assert most advertising budgets as marketers aimed at Gen Zers diverts from linear TV, “marketing is summarized.
In light of challenges and “regulatory review 2023,” Technical thread AsiaMuhammad Zulhusni wrote, “Tiktok has remained a cultural force” by running trends for social media and user engagement with its “unique mix of content.” The app’s user engagement and revenue will continue to grow next year “reinforced by different income streams, including purchases in the app and e-commerce integrations.”
The site pivot into longer content can make the app more lucrative for marketers. While TikTok’s signature short -shaped content is easier to consume, “drives long -form higher conversion frequencies and develops a strong link between brand and consumer,” Tunes Hus listed in The drum. Crossing videos will always be on Tiktok, but “long form has become the building block to create human connections and authenticity,” the houses added. With the platform that stimulates longer videos, “more authentic, niche groups” will appear, “all driven by long -shaped content.”
Content length pivot removes what made tiktok popular
TikTok’s driving force against content with longer form “is in some ways a turn of wealth,” CNNClare Duffy noted, because it is now “after his inheritance comrades to a content format that is often more profitable.” The strategy may be to encourage teenagers to spend more time on the app, but teens already report that they use it “almost constantly.” The shift also does not go well with any frustrated creators who worry that the move will “remove from what originally made TikTok so popular”, including “the ability to browse through many different kinds of content quickly” and the ability to “make simple videos without extensive planning or resources. ”
“I don’t always have a minute of content in me,” Nicki Apostolou, a Tiktok creator known as “Recycldstardust”, told CNN. So many creators “Come to Tiktok because it was the short -shaped video app,” she said, “and now they want to be like” Mini Youtube “, and I feel it leaves creators who came there for short -shaped content.”
Although Tiktok has made “remarkable” profits this year in advertising, it is important to see it in connection with which companies spend elsewhere. “A big one is that the money that advertisers pour out in TikTok is just a drop in the sea compared to what they spend on technical giants like meta,” Krystal Scanlon wrote for The warning. The cultural impact of the platform “has always been more significant than its impact on advertising dollars”, Scanlon added. Tiktok slowly bridges that gap “, but it will not” close until Tiktok manages to bring all its different parts “, she said. If Tiktok AD managers calculate it,” The app will be a must on media plans, not just a nice to have. ”
