Longer videos are thriving on TikTok
Discover why longer videos are taking over TikTok and how musicians can use this shift to grow their audience and boost engagement!
For a while now, TikTok has been one of the the go-to platforms for short, snappy videos—quick trends, viral dances, and 60-second earworms. But data shows that a shift is happening: longer videos are performing better. With TikTok now allowing videos up to 10 minutes (and even longer for external uploads), creators, including musicians, are finding that extended content can lead to better engagement, more exposure, and bigger opportunities.
So, what’s driving this shift, and why should musicians and artists be paying attention?
Why TikTok is pushing longer videos
TikTok originally built its success on short-form content, but as competition with platforms like YouTube and Instagram heats up, TikTok is evolving. The move toward longer videos gives creators more space for storytelling, deeper engagement, and a chance to spend more time showing their skills.
Why Are Longer Videos Performing Better?
The Algorithm loves watch time
TikTok’s algorithm prioritizes videos that keep people watching, meaning longer content has a better chance of being pushed onto the For You Page (FYP)—as long as it’s engaging. The more time users spend on your video, the more likely TikTok is to promote it.
For musicians, this means instead of just posting short clips of a song, you can now create full-length performances, in-depth breakdowns of your music, or behind-the-scenes content that keeps people engaged for longer.
Better monetization and brand opportunities
While TikTok doesn’t directly pay creators more for longer videos, extended content leads to stronger engagement and better chances of securing brand deals.
This can mean more sponsorships, music placements, and potential revenue streams—especially as TikTok expands its monetization options.
A competitive edge over short-form creators
Many creators still focus on short videos, so those embracing longer content have an advantage. By delivering engaging, high-quality extended videos, musicians can stand out in a sea of quick clips and attract a more dedicated audience.
How musicians can use longer TikTok videos to their advantage
If you’re an artist trying to grow on TikTok, now is the time to experiment with longer content. Here are some ways to make the most of it:
Instead of just posting a teaser of your song, try uploading a full performance or stripped-down version. Whether it’s an acoustic take, a remix, or a live show clip, fans will appreciate being able to experience the entire track.
Also, listeners love hearing the story behind a song—what inspired it, how it was written, or the production techniques used. Take advantage of TikTok’s longer format by breaking down your tracks, showing the different layers, and giving fans insight into your creative process.
Fans love exclusive, behind-the-scenes footage—from recording sessions and songwriting moments to tour life and backstage clips. Longer videos let you pull back the curtain and invite fans into your world, making them feel more connected to your journey as an artist.
Encourage your audience to interact with your music in longer challenges—like inviting them to duet your song, remix it, or create dance routines. Longer videos also allow you to showcase these fan interactions, making your community feel even more involved.
If you’re a musician who also produces or writes, sharing educational content can set you apart. Break down how you wrote a melody, structured a beat, or produced a track. Not only does this help aspiring artists, but it also positions you as an expert in your field.
What this could mean for the future of music on TikTok
As music continues to be a core part of TikTok’s culture, artists who adapt and take advantage of TikTok’s algorithm will likely see stronger engagement, deeper fan connections, and better career growth.
For musicians looking to break through, TikTok’s longer video format offers a chance to go beyond viral moments and build something lasting.