Tiktok’s grip into the short form video market is tightening, with the world’s largest tech platform competing to catch up.
According to Backlinko, Tiktok, owned by Bytedance, has attracted over 1.22 billion active users worldwide since its launch in 2016. According to AppToptia, American users spend an average of 108 minutes per day on the app.
The success of Tiktok has shaped the social media landscape, forcing competitors such as Meta and Google to pivot their strategies around short video videos. But so far, experts say it doesn’t match Tiktok’s algorithm accuracy.
“This is the heart of the internet for young people,” said Jasmine Enberg, vice president and principal analyst at Emarketer. “It’s where they go to entertainment, news, trends and even shopping. Tiktok sets the tone for everyone else.”
Platforms like Meta‘ Instagram reels and Google’s YouTube shorts are actively expanding, launching new features, creator tools, and considering separate apps just to compete. Microsoft– “Owned LinkedIn” is the latest experimenting with Tiktok style feeds. However, as Tiktok continues to evolve and adds features like e-commerce integration and long-running videos, the question remains whether rivals will be able to catch up.
“I scroll every day. I scroll all the time,” said Alyssa McKay, content creator at Tiktok.
However, this growth may have a dark side.
As the consumption of shorter formats of content soars, experts warn of a reduced attention span and growing mental health concerns, especially among younger users. Researchers like Dr. Yang Pong-sin, an associate professor at Yale University’s Children’s Research Center, point to increased anxiety levels linked to destruction of sleep patterns and endless scrolling habits.
“The infinite scrolling and short form videos are designed to attract your attention with short bursts,” Dr. Ponshin said. “In the past, entertainment was about taking you on a show or story journey. Now it’s about locking you for a few seconds.
Despite empty engagement, monetizing short videos remains a difficult battle. Unlike the long YouTube content that allows you to insert ads across your ads, short clips provide a limited space for ads. The creators are also feeling the narrowness.
“It’s never been easier to go viral,” Enberg said. “But turning that virality into a sustainable business was never difficult.”
According to Oberlo, Tiktok generated an estimated $23.6 billion in AD revenue last year, but with this growth, many creators still make just a few dollars per million. YouTube shorts pay around 4 cents for every 1,000 views. This is less than the long form of counterpart. Meanwhile, Instagram relies on emerging tools such as brand partnerships and Trial Reels. This allows creators to experiment with content by first sharing the video only with non-followers. However, Meta told CNBC that it remains a work to monetize the reels.
Lawmakers scrutinise Tiktok’s Chinese ownership and explore potential bans, but competitors look at the window of opportunity. According to Emarketer, if Tiktok faces US restrictions, Meta and YouTube are poised to win up to 50% of their reallocated ad dollars.
Watch the video and understand how Tiktok’s Rise caused a short form of video race.
