What’s happening with social video content?

TikTok is testing again and this time it involves a game-changing update: posting videos that last up to 60 minutes. This continues the ongoing battle with the famous YouTube and we are especially curious to see how Instagram will react to this. Especially since they recently published that Reels of 90 seconds are often less pushed by the algorithm.

Holding your attention for 60 minutes

That’s what TikTok wants to do with this new feature. Currently, TikToks are a maximum of 10 minutes, so this is a big step. With this, they offer opportunities for creators and marketers to go even deeper. Think longer vlogs, in-depth stories, elaborate makeup tutorials and longer skits. Right now, a part 2 is often referenced in a subsequent video. TikTok says it wants to give creators even more opportunities with this, but is going even further into battle with competitor YouTube.

Instagram keeps it short

Remarkably, Instagram recently came out with tips & tricks that say precisely the opposite about longer content. They tell us that Reels longer than 90 seconds can reduce reach and engagement due to viewers dropping out. In addition, third-party watermarks, low-quality and non-self-produced videos also have a bad impact on the algorithm’s spread, with which they really want to bet on authentic content.

It is especially striking that Instagram says that +90 second videos can therefore have a negative effect, yet they are testing creating 3 minute and 10 minute Reels. Will they reconsider their strategy after all now that TikTok wants to attract even more people to them? Before posting your content, it is especially important to consider the message you want to get across, where the intended target audience is primarily located and which platform fits that most.