- Social platforms now incentivize longer videos.
- Viewership data reveals audiences crave more in-depth content.
- Creators are making more substantive videos to meet rising demand.
Longer videos
After years of bite-sized videos dominating social media, 2024 may be a turning point as platforms incentivize more extended content.
TikTok and YouTube have begun steering creators toward longer offerings, while usage data and audience demands suggest people want more substance from their scrolling. The result could be a renaissance for immersive, episodic videos that once thrived on cable.
TikTok made its name on sub-60-second clips but now allows 10-minute videos and even pays select creators for hourly content through its Creativity Program Beta. The initiative has quickly proven lucrative, with some earning five figures monthly.
TikTok already moving towards longer content
But the pivot isn’t just strategic; it’s a response to how people already use TikTok. Many play full TV episodes via compilation clips. Time spent on the app by U.S. adults is forecasted to rise by nearly 5 minutes in 2024.
Other platforms like Instagram, struggling to sell short video ads, may soon follow TikTok’s lead. And brands are taking notice, with companies like Amazon testing longer YouTube sponsorships.
Beyond entertainment, users increasingly turn to social apps for educational explainer videos on everything from cooking to current events. This shift to viewing platforms as search engines has creators focused on search optimization.
Creators to adapt
Some say younger audiences crave more depth, playing longer videos in the background while multitasking. Food creator Zachary Neman noted shorter content now struggles to engage viewers fully.
While short videos won’t disappear, creators who can meet the demand for more layered programming may find greater opportunities on social media in 2024.
