“People who make videos of more than two or three minutes: I love you,” says Chaa_PR, content designer. “Personally, Tiktok is my new YouTube. When I do the dishes, when I get angry … I like having a solid background,” continues the young woman, particularly enthusiastic.
The anecdote can make you smile. However, Charlotte is far from being an exception. In recent years, users of “Gen Z”, between 15 and 30 years, are increasingly numerous to be seduced by long formats. Understand the videos for more than a minute (yes, everything is relative).
Ultra cutting format fatigue
“The public has matured,” observes Stéphanie Laporte, founder of the Social Agency Media Otta in Tech & Co.
Result, in 2024, the visualization time of long videos was five times greater than that of the shortest videos, Tiktok recalls. And according to another buffer study, videos of more than a minute show a visualization time 63.8% and a range of 43.2% than children under 60 seconds.
In a sequence of between 5 and 10 seconds, the average visualization time of users is 3.1 seconds. The latter rises to 6.9 seconds for videos with a length between 30 seconds and a minute.
It only has to do with the comment space of the video of Chaa_pr, seen almost 20,000 times, to realize. “My God, my best stories during the dishes,” a user wrote. “Currently doing my skin care in your titkok,” adds another. “You just summarize my life in fact,” says one last.
“A habit” for generation Z
This is also the case of Magalie. “When I am going to prepare the dishes or make up, I am still looking for a long Tiktok that can put in the background,” observes the 23 -year -old student for Tech & Co. “In general, it is an hour of story or a vlog. Something enough not to have to move every 10 seconds, but that does not require crazy attention.”
For Solène, 24, has become a habit. “If I meet a video of several minutes, I keep it for later,” he smiles, questioned by Tech & Co. However, the graphic designer admits it: he considers herself as a “YouTube girl.” “When I was a teenager, I saw H24 YouTube. When I did my homework, cleaning or sport: there was always a video in the background.”
But from the Covid, the young woman got into Tiktok. A real revolution in your habits since it gradually leaves the Google platform, more suitable for the computer for the vertical formats of the Chinese application.
“The vertical formats are much more practical. But that does not mean that there is no history or that we do not learn anything. In Tiktok, I can also see a tutorial, such as films analysis or lessons of history,” he adds.
Soon thirty years, Tom is also one of the followers of this type of content. Who evolves in finance even put Tiktok … during his dinner. “I was alone. Basically, I was going to launch a series on Netflix, but when I moved on Tiktok, I found an exciting paranormal story,” said 29 years. Then he left his television night project for a Tiktok night. “I know that my friends will judge me. But it’s like watching a YouTube video. I don’t see the problem,” he slips.
Hunting in the YouTube field
So Tiktok, a new king of long format? This is in any case what the figures seem to show. In fact, if the application has made the triumph of short video, forcing goal or YouTube to do the same, it has decided for a few years to bet on long formats.
As of 2017, Tiktok authorized its users to publish content that can last up to a minute, against 15 seconds until then. In 2021, the maximum duration increased to three minutes. Then he spent 10 minutes, just a year later. With an objective: hunting on the lands of YouTube, both on the side of the spectators and the cameramen.
“She wants to see the long content in her application to recover the time of viewers and, therefore, advertising budgets,” adds the expert. For that, the platform does not hesitate to encourage its creators to extend their productions.
Several cameramen have trusted technology and have received recommendations in the form of emerging application that encourages them to bet on the long format. “High quality videos are now more likely to reach at least 100,000 views than shorter videos,” said the Chinese company.
At the same time, the algorithm of the application, although mysterious, is based on the visualization time of a video, more than comments or I like it, to be visibility and pushes it to the news of the Internet users. “A 10 -minute video that is seen 50% will be more valued by the algorithm than a 15 second video that saw 100%,” says the expert. Long videos are also better monetized.
A audience strategy
A message received 5 of 5 by the main interested parties. Many of the content creators want to bet on long formats to guarantee good view statistics and, therefore, maximize their remuneration on the platform.
As a result, all the stories, the tutorial recipe, the unpacking of packages or preparing with me, these formats or the influencer are prepared live, last more than a minute. Thus, Zhanmaakeup, makeup artist, became famous for his “prepare with me.” Regularly, the young woman has fun telling her a professional misfortune, while putting a preparation face.
In the program, clips with rappers, anecdotes in Aya Nakamura, execrable, “cocu” brides or even in Stars Hairdressers. Successfully. Some of their videos have more than 1.5 million visits.
Certain productions are even cut in two, three or even four parts. With, if possible, a breathless end for each video, so that Internet users want to see the rest. This is what Helo does, followed by 750,000 subscribers. The young woman, aware that she did not have a sufficient stock of stories, began to tell the anecdotes of her subscribers. In general, the stories are divided into three or even six videos, so that the suspense lasts.
“The last trick is to put a few days to publish more. Therefore, people subscribe, he says in the first video.” At the end of each video, the young woman never forgets to probe the viewer. “Tell me if you want another part in the comments,” he slides.
“Statistics say otherwise”
Chaa_pr, she also smelled the right vein. The cameraman has launched a new “sound background” format. The objective? Propose long content, Waytime Way, for their subscribers who like to see the Podcast Tiktok, doing another parallel activity. His first two videos made 33,000 and 77,000 views.
Other intelligent people go even further. Some Internet users cut films, series or documentaries illegally pirate in a few minutes sequences to transmit them entirely on the platform.
On weekends, when Louis can’t sleep, he supports many hours on his phone watching movies in several games. All are offered randomly in their news feed. “It allowed me to watch many new movies,” he says.
Recently, the kitchen fell on Neuilly his motheror the Korean drama My demon. “Often, I find a video in the middle of the plot and let myself catch. I want to know why the characters are there, what are their links … And quickly, it’s too late. I’m starting to watch the whole movie.”
Despite their very practical format, these videos save French comedies, American box office successes or lives of Secret history Car. Hashtags #Movieclips In Tiktok, millions of opinions accumulate … illegally since the transmission of films, series, documentaries or program on Tiktok without the holder of the holder remains illegal.
Source: BFM TV
