TikTok: How Brands and Marketers Can Adapt

February 15, 2024


The digital marketing landscape is continually evolving, and TikTok's latest update — introducing videos up to 30 minutes long — is a game-changer. This significant shift from its signature short-form content to longer videos presents new challenges and opportunities for brands and marketers. In this article, we'll explore the potential impacts of this change and explore strategies for effectively utilising TikTok for marketing in this new era.

Impact of Longer Videos on TikTok

Expanding the Horizon of Content Creation

Longer videos on TikTok open the door to more diverse and in-depth content. This transition allows for detailed storytelling, extensive tutorials, and comprehensive product showcases. Brands and creators can now engage with their audience on a deeper level, enhancing the user experience and fostering stronger connections.

Content Strategy Revolution

The introduction of longer videos necessitates a shift in content strategy. Brands need to invest more in content planning and production, balancing the appeal of short, snappy videos with the depth and detail possible in longer formats. Creativity in storytelling and presentation will be key to keeping the TikTok audience engaged.

Influencer Marketing: A Deeper Dive

With more time at their disposal, influencers can create richer, more immersive content. This provides an excellent opportunity for brands to collaborate on in-depth product reviews, educational series, and narrative-driven marketing campaigns, offering a more authentic and engaging way to convey their messages.

Understanding the Competition

As TikTok encroaches on the territory traditionally dominated by platforms like YouTube, understanding the competitive landscape becomes crucial. Brands should consider the unique strengths of TikTok in their media mix and how longer videos can complement their existing marketing strategies across platforms.

Considerations for Brands and Marketers

Content Quality Over Quantity

The temptation to fill longer video slots should not compromise content quality. Brands must focus on delivering value-driven, engaging content that resonates with the TikTok audience. This approach will require careful planning and possibly higher production costs.

Adapting to Viewer Preferences

TikTok users are accustomed to quick, engaging content. Brands will need to be innovative to maintain viewer interest over longer periods. This could involve interactive elements, storytelling techniques, or episodic content to keep viewers coming back for more.

Optimising for Engagement and Discoverability

The TikTok algorithm favours engagement. Brands should encourage viewer interaction through comments, shares, and likes. Additionally, leveraging trending hashtags and sounds can increase the discoverability of longer content.

Monetisation and Advertising Strategies

The introduction of longer videos may lead to new advertising formats, such as mid-roll ads. Brands should stay abreast of these developments and consider how they can be integrated into their TikTok marketing strategies.

Analysing Performance and User Feedback

Regularly analysing the performance of longer videos and soliciting user feedback will be crucial. This data can guide future content creation and help brands refine their TikTok marketing strategies.


TikTok's shift to allow longer videos is not just a feature update; it's a cultural shift within the platform. As brands and marketers adapt to this change, the key will be to maintain the platform's unique spirit of creativity and engagement, while exploring the new possibilities that longer content brings. By staying agile, focusing on quality content, and understanding the evolving preferences of the TikTok audience, brands can effectively navigate this new landscape and capitalise on the opportunities it presents.

Stay ahead of the curve and make the most of TikTok's new feature to amplify your brand's voice and connect with your audience like never before!

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