The Rise and Fall of Short-Form Video Content

I believe TikTok is currently one of the best platforms for growing your business, especially if you're targeting consumers. The evolution of the platform over the last few years has been fascinating. Initially, my short and sweet videos under 10 seconds, paired with a trending audio, caption, or text overlay, were the top performers, generating thousands of dollars in sales. It was incredible how a 10-second video could go viral, thanks to finding my unique marketing value proposition.

However, TikTok is now shifting towards longer-form content. The platform encourages creators through its Creator Program to produce videos over a minute long for higher payouts. This change feels like starting from scratch for me. I'm part of the Creator Program, but creating a minute-long video that qualifies for revenue is proving challenging, especially with the requirement of over 1000 views.

My content on TikTok covers a range of topics from crafts, gardening, and cooking to local Connecticut events. While I have solid pillars for longer videos, it's a new learning curve for me. My followers are accustomed to short videos, and adapting to longer content is proving to be a challenge.

The key is practice. Just like I advise my clients, practice makes perfect. It's not just about having a perfectly curated strategy; when you're starting in digital marketing or a new business, you don't have all the data. You need to post everything and anything to see what resonates with your audience. It's a piece of advice I'm following as I work on making my videos longer.

For business owners hesitant to put themselves out there, I encourage you to post anything and everything initially. It's about gauging reactions and finding what works. Building confidence takes time, especially when you become the face of your brand.

Platforms like TikTok prioritizing longer-form content to keep users engaged for more extended periods might feel challenging, but it's a trend worth embracing. Adapting to platform changes is crucial for success. TikTok rewards those who play by the rules, and getting on board with longer content is a step in the right direction.

If you find navigating TikTok overwhelming, I'm here to help. Reach out, let's hop on a discovery call, and I'll support you in your TikTok journey. It might be a new challenge, but with a bit of guidance, you can navigate it successfully.