TikTok pourrait augmenter la durée des vidéos à dix minutes

Le réseau social cherche à accroître ses revenus tirés des annonceurs et à concurrencer YouTube.

Les vidéos sur TikTok pourraient durer plus longtemps. Augmentée à trois minutes depuis juillet 2021, la durée des vidéos pourrait atteindre cinq voire dix minutes. Le réseau social est en train de tester les deux solutions auprès de certains utilisateurs, rapporte Wired relayé par Phonandroid. Derrière ce changement, on trouve des raisons financières et stratégiques.

Augmenter la durée des vidéos, c’est aussi augmenter les revenus. Avec l’étirement du temps de visionnage, les annonceurs vont pouvoir multiplier les apparitions et devront passer plus souvent à la caisse. « En fin de compte, si les vidéos de cinq minutes aident TikTok à faire progresser son temps de visionnage moyen, ne serait-ce que de quelques secondes, les annonceurs traditionnels pourraient avoir le sentiment d’avoir plus de liberté, et le monde de la tech est toujours à la recherche du plus grand revenu possible », explique à nos confrères Karyn Spencer, expert en réseaux sociaux.

Concurrencer YouTube

Mais derrière cette extension, TikTok poursuit un autre but : concurrencer YouTube de manière plus franche. Des vidéos limitées à trois minutes comme c’est le cas actuellement ne le permettent pas. « Etant donné que YouTube est le deuxième plus grand moteur de recherche, même la capture d’une fraction de leur audience pourrait avoir des ramifications positives massives pour TikTok », pointe Brendan Gahan, associé chez l’agence de publicité Mekanism.

Reste à savoir si les utilisateurs vont suivre. La brièveté semble de mise sur le réseau social chinois, à tel point les vidéos de plus d’une minute inquiètent les utilisateurs selon les données récoltées par TikTok. L’an dernier, sur YouTube, 12 % des vidéos duraient moins d’une minute.

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