It appears that TikTok is drawing inspiration from its competitor, YouTube, as it introduces a growing number of similar features. Is this a coincidence, or is it a calculated move by the Chinese company to attract a broader audience, similar to YouTube, which remains a favored platform among young people?
While Instagram may have taken cues from TikTok, the latter seems to be looking to YouTube for inspiration. The Chinese social media platform is increasingly resembling the video-sharing platform.
One of the most notable similarities is the inclusion of longer videos on TikTok. The platform, originally known for short, fast-paced clips, now offers videos ranging from 15 seconds to 15 minutes. Recently, TikTok announced that it was experimenting with 30-minute videos, aligning itself with YouTube’s longer format.
TikTok is going even further, promising an increase in the number of views for videos posted in landscape format, the same format as YouTube. Specialist Matt Navarra has shared screenshots of this new feature.
According to the shared information, TikTok is committed to boosting views for landscape format videos within 72 hours of posting. However, for this to happen, users must adhere to a rule: videos must be longer than one minute. Additionally, eligible videos must not be advertisements or originate from accounts belonging to governments or political parties.
TikTok has also enhanced its video creation tools, moving away from its minimalist interface. There are now advanced editing options, filters, and special effects, reminiscent of functions found in YouTube Studio.
In 2023, TikTok introduced a creator fund, similar to YouTube’s partnership program. This fund enables content creators to earn revenue based on the number of views and interactions their videos garner.
Several sources agree that TikTok is seeking to expand its audience and cultivate user loyalty by offering a richer, more comprehensive experience. The addition of features comparable to YouTube could entice creators to shift to TikTok, bringing their content along with them.
According to a recent study, Gen Zers spend an average of seven hours and seven minutes a day on their smartphones, and an average of eight hours and 59 minutes a week on TikTok.
Meanwhile, according to the latest figures from Nielsen, kids in the US prefer watching YouTube over Netflix.
It remains to be seen whether this strategy will pay off for TikTok. The platform will need to strike a balance between innovation and retaining its unique identity, in order to avoid becoming just another YouTube clone. – AFP Relaxnews
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