You may have noticed that TikTok and other social media platforms have recently adjusted their algorithms to favour long-form videos. This comes as a surprise to many, considering that short videos dominated these platforms for years. So what caused this shift? Keep reading as we explore our predictions on the strategy behind this change.
Increased Value of Content
We always hear “quality over quantity” but the concept seemed to get lost on social media in recent years. Brands and content creators looking to go viral or monetize their social media presence have had to tailor their content preferences of the algorithm, which, until recently, favoured short videos.
Could this shift in the algorithm be intended to encourage more meaningful content on social media?
Furthermore, it’s no secret that social media is more than just a venue for sharing entertaining content. Many people use social media as an alternative to Google when researching topics. This can be problematic if they are only able to consume 1-2 minutes of content on a particular subject, especially when it comes to more complex topics. Social media is also the main source of news consumption for many users. Long-form videos allow users to delve deeper into important events happening around the world without having to create multiple parts.
This approach makes the content more intellectually or emotionally engaging and provides significant value. Many of these videos also aim to help in learning new skills or deepening knowledge about specific subjects, which helps create a strong, loyal community around the content.
Engaged User Engagement
Chances are, if a user decides to watch a 10-minute video, they are more likely to engage with the content by liking, commenting, saving, reposting, or sharing. This helps foster a community around the topic discussed, the content creator, and the viewers, which is more likely to keep people using the social media platform. This also encourages others to join social media, as their friends may be sharing this content with them, which demonstrates the added value of them signing up for themselves.
Increase Authenticity
We shared a blog here a couple months ago regarding the authenticity of social media with the rise of AI. This shift will encourage content creators to create longer videos in which they can express more of their personalities and be more authentic with their users. Authentic content resonates better with users, attracts a broader audience, and overall boosts the platform’s reputation. All of the above-mentioned will not only drive more downloads for the social media platforms but also align them with positive values within the digital community.
Social SEO
The role of social seo in long-form videos is essential in helping users find relevant content when searching on social media. As mentioned above, many users use social media as an alternative to Google, which is why accuracy in social media search results is very important. We have all heard the saying, “Content is King.” Long-form videos have more content, which provides more opportunities to include a range of broad and specific keywords without stuffing them. Aside from keywords, longer content also presents more opportunities for content optimization. You can optimize photos, videos, and text within your content, as well as alt text, subtitles, and video descriptions.
This is also great for traditional SEO, as Google indexes social media content, so the optimized content will not appear on both app search engines and traditional search engines. Again, this will expand the reach of the social media platform, as Google users will then be exposed to their content.
To learn more about Social SEO, read our blog on The Power of Social SEO.
Partner with GlobeSign
Are you struggling to create content that truly speaks to your brand identity and engages your target audience effectively? At GlobeSign, we specialize in crafting authentic, high-quality, long-form content that not only resonates with viewers but also strengthens your brand’s presence across social media platforms.
Don’t let the challenges of creating impactful, long-form content hold you back. Contact us today, and let’s start a conversation about how GlobeSign can help elevate your brand’s digital strategy.