Tiktok is looking to add more value to its long videos, giving creators more freedom to unlock their creativity to entertain a fast growing global audience.
TikTok reported videos longer than one minute receive up to over 5 billion views globally, with Green Screen and Color effects giving rise to a huge range of new trends and viral content.
“Creators around the world embraced more creative freedom with longer videos, with videos spanning over 2 minutes on average,” said TikTok in a press statement.
TikTok had partnered with social psychology expert Dr. Shira Gabriel, an Associate Professor of Psychology at the University of Buffalo to understand what drives the popularity of longer videos- particularly vlogs or day-in-the-life videos.
Dr. Gabriel noted that people are watching day-in-the-life content on platforms such as TikTok to be entertained not only because it mimics life, but it fosters connection and belonging.
“Entertainment is very personal – what one person finds interesting and inspiring may be very different to their friends or family. Yet vlogs seem universally popular. When we watch vlogs featuring celebrities and personalities, we feel connected to them as we’re getting a peek into their day-to-day lives. By mimicking real-life interactions, video is a powerful tool to help form bonds and relationships. It makes us feel like we belong,” said Dr. Gabriel.
Dr. Gabriel was Inspired by the popularity of day-in-the-life longer videos, Discover My World features some of the world’s most popular creators and celebrities as they showcase their creativity and bring their stories to life through longer videos on TikTok.
Tiktok said it will continue listening to our community as we continue to enhance longer videos, building an experience that adds value for creators and viewers alike.