TikTok's new long-form content feature, Series, not only provides publishers with new monetization tools, but also an opportunity to deepen audience engagement. However, that doesn't mean creators need to drastically change the way they operate. Victor Potrel, VP of Content Distribution at TheSoul Publishing, explains more…
Since 2019, major social media platforms have increasingly offered their viewers the option of short-form content. Since then, there have been even more tools for creators to further increase their presence in the format. TikTok's recently introduced long-form series feature is the latest in a new monetization tool that allows eligible creators to share a collection of exclusive, paywalled content that their followers can access at a price the creator sets. This is an example.
Over time, social media platforms have evolved to offer creators and viewers a variety of content formats, from short-form content to long-form content and even livestreams. In particular, short-form content like YouTube Shorts, TikTok videos, and Instagram Reels provide quick, easy-to-understand, and often on-trend content that grabs your audience's attention and increases discoverability. Meanwhile, long-form content like videos on Facebook and YouTube and TikTok's new series feature allows creators to dig deeper, establish meaningful connections with fans, and secure a more stable revenue stream. .
Creators need to manage expectations
The launch of the TikTok series is another exciting development in the evolution of content monetization, but this doesn't mean creators need to drastically change the way they operate. While it's great to see more focus on platform monetization tools, creators still need to manage expectations.
At TheSoul Publishing, we regularly review and adopt new features and programs, but we do not review our entire strategy after each release. Developing new programs is a great opportunity for creators to tweak and try new ideas, but at the same time, it's important to maintain long-term goals amidst the excitement of an evolving platform roadmap.
To be successful, a creator's content strategy must look beyond to achieve meaningful growth, with reach and discoverability also being key factors. At TheSoul, we work with multiple platforms and formats to be discovered by new audiences, re-engage existing audiences, and welcome additional fans.
Get noticed and discovered with short-form content
Today's audience expectations have changed, and some viewers are spending more and more time watching a series of short videos. Raising awareness with a short-form video feed is something creators shouldn't ignore. The best short-form content allows creators to break through the noise, attract new viewers, and even drive viewers to long-form content.
This is because short-form content supports faster production models, where content can be created, shared, and discovered at a faster pace. The benefit of this approach is that creators can continue to follow their audience's interests, stay relevant, and participate in trends that are meaningful to them. This further facilitates discovery by new audiences that you might not otherwise meet. .
At TheSoul, we take this approach and maximize brand exposure in the short-form format by adapting it for YouTube, TikTok, Instagram, Snapchat, Facebook, Pinterest, and other social media platforms that offer this format. We aim to do so.
Build connections and drive long-form content
After building brand awareness and recapturing existing audiences, creators have the opportunity to use both short-form and long-form content to build deeper relationships with their fans and followers.
Think short-form content like movie trailers. It's great to watch on its own, but a certain amount of viewers will want to see the full movie.
We apply a similar approach to short-form and long-form video creation to maintain a consistent voice across our brands. Once we capture our audience's attention through our 'ready-to-eat' content, we take them on a journey to become fans of our long-form content.
This not only creates opportunities for deeper engagement, but also provides better revenue opportunities for creators. Compared to short-form content, long-form content has a longer history of monetization. For example, YouTube's partner program, which shares ad revenue with creators, has been around since 2007. As such, the model is much more established and the strategies available to creators are more sophisticated.
The new TikTok series offers a new way for creators to monetize long-form content across platforms, with viewers paying to see content behind a paywall rather than advertisers. , is a step in the right direction to support short stories. -Form creator.
Become a content creation chameleon
Ultimately, these platform innovations offer exciting opportunities for the creator economy. Each new feature or program requires creators to adopt new approaches to content creation and distribution.
It's clear that to be successful, creators must learn to adapt and actively test different platforms, formats, and approaches.
Victor Potrell
VP of Content Distribution at TheSoul Publishing
TheSoul Publishing is an award-winning digital studio that creates entertaining, positive, and original content for audiences around the world. Reaching over 1 billion social followers across social media, TheSoul's channels include 5-Minute Crafts, Bright Side, 123 GO!, Avocado couple, La La Life, Teen-Z, Baby Zoo, and Slick Slime. Includes Sam, Polar. TheSoul Publishing has won numerous awards including “Digital Studio of the Year'' at the 2021 DIGIDAY Video & TV Awards, “Best Use of Pinterest'' at the 2021 Drum Awards, and 2022 Webby Awards. He is also the winner of the “Overall Social Presence in Media Award''. /Entertainment.
