As of: January 30, 2024, 11:36 a.m
By: Henning Rosenstengel
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TikTok with new video format: The new 72-hour boost for horizontal videos signals a strategic change against YouTube's dominance.
In a bold twist, TikTok has started promoting horizontal videos.
The platform, known for its short, vertical videos, is now encouraging creators to create content in landscape format.
A significant incentive is the so-called 72-hour boost, which increases the visibility of such videos shortly after they are published.
The landscape format has also recently been supported by Instagram, as NEXTG.tv reports.
Boost requirements
Creators who want to benefit from this new strategy must meet specific criteria.
This includes that your account must have been active for at least three months and compliance with the community guidelines is mandatory.
They should also post original content, without lip-syncing, and use #longervideos.
Advertising is excluded from this boost.
The new 72-hour horizontal video boost signals a strategic shift against YouTube's dominance.
© IMAGO / Lobeca
New strategy: TikTok vs. YouTube
This initiative could be seen as a response to the growing popularity of longer video formats and YouTube's dominance in the long-form video space.
In fact, recent developments at TikTok, such as the introduction of videos that can be up to 30 minutes long, indicate a strategic shift similar to YouTube.
This move could also be due to increased usage of TikTok on various devices such as smart TVs and desktop PCs.
The company recently announced that TikTok reaches over 20 million users per month in Germany.
Interaction in horizontal mode
In horizontal mode, users can switch to full-screen mode by tapping an on-screen icon.
This mode displays the video in the center area of the screen, with black bars on the sides where the share and comment buttons would normally be found.
However, this function is currently only available for selected users.
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Despite TikTok's continued success, with millions of downloads worldwide, the app is showing slowing growth, particularly in the US.
Experts see the introduction of horizontal mode as an attempt by TikTok to open up new user groups and diversify usage patterns.
However, it remains to be seen how this change will be received by the community.
Most recently, the platform also introduced a feature that makes it possible to change the wallpaper during a live stream on TikTok.