Is YouTube shaking in its boots? TikTok, the popular social network known for its short, funny, vertical videos, is making a drastic shift in its content strategy. According to various sources, TikTok is now actively encouraging the creation of horizontal videos with durations of up to 30 minutes . This change represents a move away from the formula that catapulted TikTok to fame and a step closer to the standard format of platforms like YouTube.
Behind this move appears to be TikTok's desire to diversify its content offering , attract more creators, expand its user base, and strengthen its position in the competitive social media market.
Attracting new creators and users, that is the question
For years, TikTok focused on short, dynamic videos of no more than 60 seconds, a feature that set it apart from other platforms. But this strategy also limited the type of content and the creators willing to use it. By allowing longer horizontal videos, TikTok opens up new creative and thematic possibilities.
Creators can now explore more ambitious formats such as tutorials, documentaries, interviews , stand-up comedy, and more. It also provides space to address topics that require a deeper, more thoughtful approach. Such flexibility could attract creators who previously viewed TikTok as a limited platform for their work.
Furthermore, by accommodating longer and more varied content, TikTok could capture the attention of older users who aren't interested in the currently predominant ultra-short videos. This change is not expected to significantly affect those who already use TikTok. The platform hopes that these users will spend more time on the app if they find more relevant content.
The challenges of competing with YouTube
But the change also brings risks and challenges. One of the main ones is the possibility of alienating existing users if long-form, horizontal content begins to dominate their feeds . It also means more direct competition with YouTube, a formidable rival that has spent more than 15 years consolidating its leadership in long-form videos.
To succeed, TikTok will need to implement the change gradually , giving prominence to short-form content, which remains its specialty. At the same time, it will have to develop effective monetization models that adequately reward creators who adopt the new format. Otherwise, many will continue to prefer YouTube for its higher profitability.