TikTok algorithms are allegedly pushing viewers towards long-form clips that are 1 minute or longer as a push towards helping creators monetise their content.

While TikTok has boomed and continues to grow its ad business, it still needs to establish a firm footing in creator monetisation and maximising its popularity through direct income from TikTok clips. And this could be the start of that monetisation journey for creators. The trend of creating longer content reflects the competition between TikTok and YouTube shorts to attract creators by providing revenue-earning opportunities.

TikTok stated: 

“Users now spend half their time on the app watching content longer than a minute. And over the past six months, creators who post videos longer than a minute have five times the growth rate in followers of those who post only short videos.”