Contrary to popular belief, TikTok users actually spend more time with longer videos than the ultra short formats. — AFP Relaxnews
Long renowned for its short and lively videos, TikTok's focus seems to be shifting to a different format. According to a study based on more than a million pieces of content, it is now videos lasting more than a minute that generate significantly more views and longer overall viewing time. Could this signal a turning point for the Chinese social network?
The longer, the better? That may be TikTok users' new adage. According to an analysis of more than 1.1 million videos by social network account management platform Buffer, content exceeding the 60-second threshold performs much better on the Chinese social network than shorter videos.
