So, Longer Is Better? (On TikTok)
Where short-form video has become a dominating format to drive engagement, Tubular data shows longer cuts of content can go the distance.
Diving into the latest trends from the first half of the year, Tubular Labs researched what ingredients for social video can help creators and brands generate growth on platforms. Where short-form video has become a dominating format to drive engagement, Tubular data shows longer cuts of content can go the distance.
According to the report:
- Since TikTok launched longer video formats last year, Tubular data uncovered the optimal video length to drive growth is 61-180 seconds to earn the highest growth rates per the number of uploads on TikTok.
- While 1-60s videos still win the most views, growth rates for this time frame are in decline. Meanwhile, 61-180s and 181-600s show a positive growth in views. Factoring in fewer uploads for 61-180s, Tubular found this time frame presents the best whitespace opportunity.