TikTok Is Exploring Stories & Long Videos: Will Marketers Even Care?
When TikTok went viral in 2019, pulling in millions of global users nearly overnight, almost every major social media channel quickly pivoted attention to short-form videos.
While Instagram – which notably innovated on Snapchat Stories – launched Instagram Reels, YouTube – known for its longer-form videos – launched YouTube Shorts.
Now, TikTok seems to be taking on its biggest social media rivals yet again by exploring two familiar -- but still surprising -- features: TikTok Stories and 10-minute video capabilities.
If you love the short-form, in-feed, and non-ephemeral nature of TikTok's platform, you might be surprised that they're now launching features that other platforms are famous for – rather than continuing to make their own unique offerings.
You also might wonder, "Will these features make TikTok a more applicable channel for my brand?" Or, "Will TikTok's Stories and long-form content go unnoticed and eventually be discontinued – just like Twitter Fleets?"
To help marketers try to determine if these features will make a difference in their TikTok or social media strategy, I'll highlight how they work, why TikTok's launching them, and if they pose any opportunities for brands.
We'll discuss TikTok Stories first. But, if you're just interested in long-form video instead, click here to jump down to that section of this post.