Is it time to expand past 60 seconds?
Hilary Billings
Co-Founder + CEO of Attentioneers | Keynote Speaker | 1 Billion Views | Content + Brand Strategist | Former Miss Nevada
Your Weekly Short-Form Video Secrets: TikTok is playing the long game, plus iPhone tricks that made a splash
Is it time to expand past 60 seconds?
TikTok has established itself as the unrivaled hub for short-form video content. Now, it’s making a play for long-form, too.?
TikTok is encouraging creators on the platform to jump on the 1 min+ bandwagon. This isn’t a huge surprise. With its footing in the short-form world firmly solidified, TikTok is now making a play to take views away from other platforms, in a format it hasn’t traditionally supported. Will viewers actually want that longer form content long-term? Well, TBD. But according to TikTok’s data, those who posted videos longer than a minute had 5x the follower growth rate than those who only posted short-form content. Woah.?
Can you 5x your growth rate with a specific type of content? It’s worth a try.
How can you use this? If you have ideas for videos that last a minute or longer, now might be the time to start producing them. But remember: just because a video is longer doesn’t inherently make it better. All the core tenets for what makes a quality video that will inspire engagement are the same. Grab attention, spark emotion, and create a curiosity gap. Whether you dabble in short- or long-form, the goal is the same: you have to engineer your content for success.
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Speaking of longer videos, here’s one that went longer than a minute — and has notched more than 13 million views.?
This one is proof you don’t have to be flashy to be successful. Lead with a strong hook, then give the viewer a clear payoff at the end, and your content is sure to do numbers. This one started with a simple, “Here are some iPhone tips I thought everyone knew.” Boom — immediate curiosity. Viewers keep watching to learn those tips, and by the end of the video, the creator has delivered on the value he promised. That delivery translates into content that people want to save and share.
Your takeaway: If you’re looking to wade into videos in that 1 min+ category, this could be a solid entrypoint. Is there a strong hook you could use that would get people curious about your content? Is there a way to deliver that value in roughly 60 seconds??