Navigating TikTok's Shift to Longer Content

This chapter explores TikTok's strategic move towards longer video formats, incentivizing creators to generate more extensive content while adapting to new monetization strategies. It discusses the growing acceptance of narrative-driven formats and the importance of content adaptation for both mobile and larger screens. Additionally, the chapter highlights the potential for marketers to innovate their approaches in order to engage viewers effectively with both vertical and horizontal video formats.