Might TikTok be trying to get creators extra aligned with the horizontal show format?

The platform that popularized full-screen vertical movies is now seemingly pushing some creators in the direction of horizontally shot content material as an alternative, in accordance with screenshots posted by some customers.

As you’ll be able to see on this instance, posted by Jules Terpak (and shared by Matt Navarra), TikTok is providing some creators “elevated views” on content material shot in panorama format.

As per TikTok:

“Panorama movies, the place the width is bigger than the peak and are over 1 minute in size, are the one ones eligible to obtain elevated views.”

Any movies that meet the said necessities might be boosted within the app for 72 hours, which could possibly be a big posting incentive for TikTok creators in search of extra publicity within the app.

However it’s an fascinating swap in TikTok’s conventional focus.

As famous, vertical video is TikTok’s core providing, and the recognition of that format within the app has prompted just about each different social app to comply with the identical pattern, and at the very least experiment with their very own vertical, full-screen video show choices. Which has led to vital progress in video engagement in different apps, so why TikTok would now be trying to transfer away from it does appear unusual.

However then once more, that is unlikely to be TikTok shifting away from its core format, as such, however extra of a push to develop its content material varieties, which it’s additionally been making an attempt to do through its Creativity Program, in encouraging creators to submit longer movies, in numerous kinds and codecs, with a purpose to broaden its content material pool.

(Value noting too that TikTok added a point out of “panorama format” to its “Greatest Content material Codecs” itemizing on the Creativity Program overview web page late final 12 months.)

TikTok’s additionally experimenting with 30-minute clips as one other ingredient, and perhaps, on this context, panorama movies are simply one other ingredient in its broader progress combine, because it seems to be to attraction to extra customers, and preserve issues fascinating.  

It simply appears odd that it might be trying to get customers to show their gadget. As a result of presumably, you’d additionally then have to show your cellphone again round once more as you scroll.

Or perhaps, if TikTok can get sufficient panorama clips within the app, it may supply a devoted stream of panorama solely content material, which may then result in new developments and alternatives.

Perhaps, too, TikTok is trying to put together for the appearance of viewing in headsets, the place panorama content material can be a greater match.

We’ve requested TikTok for extra data on this experiment, and we’ll replace this submit if/once we hear again.