![](//www.4rfv.com/images/no_image.jpg)
TikTok's Tim Edwards Talks Long Form Content, Monetization and the Power of Search By Jo Ruddock, SVG Europe
Wednesday, May 29, 2024 - 2:22 pm
Print This Story | Subscribe
Story Highlights
How to create, share and monetize content on social media was discussed in depth at today's (23 May) Create Share Engage, with Tim Edwards, sports lead - UK and Nordics, TikTok, providing insight into how the platform is used to attract and engage viewers, and the monetization opportunities available. Edwards revealed that TikTok is opened, on average, 21 times a day by its 1 billion active monthly users worldwide. While there are no hard and fast rules around which content performs particularly well on the platform, and Edwards was keen to encourage people to experiment, behind the scenes videos and those that are athlete-led continue to dominate in the world of sport.
He highlights people looking to find out about debunking sports topics, so education, education around certain sports, finding out about certain athletes or tips about how to do certain sports as particularly popular content.
The popularity of this type of content has driven recent developments at TikTok where the focus has been on search. There's also been growth in users watching longer form content.
As TikTok is seen as a source for different kinds of content, that's been the big driver behind search being a really, really big driver of content discovery, rather than just the For You feed, he adds.
He continued: Long form has been a big growth area for us within the last six to eight months. Our users' expectations, and our expectations really, about what length of video users are comfortable coming to TikTok and watching is massively changing. Over a minute plus is the fastest area of content growth for us. So yes, we are still the place where you might watch the same video 20 times, but we're also the place where you might watch a one minute video, a two minute video, or even more than that. And you might watch that once, but what that brings to you in terms of longer term engagement and retention onto your account delivers very different upsides.
Our users' expectations, and our expectations really, about what length of video users are comfortable coming to TikTok and watching is massively changing
Indeed, users, on average are now watching over 90 minutes of content on the app per day. When it comes to sport, younger users are watching more than three hours of non-broadcast, non-highlight sports content per week.
So, for those looking to tap into that highly engaged market, what tips would Edwards offer?
Really interrogate and break down everything that might be different about your sport, everything that the players might do in a day, everything that might happen on a trip away, for example, he advises. For someone who doesn't fully understand your sport that will probably be something that they don't know. And so think about those and how it can be a hook.
Of course, TikTok isn't a rightsholder so how does it navigate those relationships and add value to those who have paid for rights?
We're always working with broadcasters and rightsholders to maximise the value of those rights and to find a different audience to what they might get within the traditional broadcast. But also if you're taking something like archive, it can also help keep your brand alive, if there's a really large gap between events, he added.
He cites the International Paralympic Committee, which has been a top performing sport account globally in the last few years, all driven by archive footage.
Of course, reaching new audiences and keeping them engaged between events is crucial, but how to monetise that content is still proving tricky. Edwards shared a couple of developments at TikTok that aim to improve this situation.
We've got a lot of different monetisation options that exist for different types of accounts and we are always at any given time testing a lot of different monetisation options for types of accounts worldwide.
He gave the example of Live Gifting and the recently launched TikTok Shop.
TikTok Shop is a really fast-growing area, both in terms of content and in terms of new ways of adoption of commerce. That's definitely an area where you can merge that trending content on TikTok and also make a purchase as well, he said.
The company has also recently announced its Pulse Premier scheme, which is being gradually rolled out for accounts including Sky Sports, BBC Studios and Channel 4, which gives advertisers the opportunity to buy ad space in front of their content.
For those partners, that's also a revenue opportunity that is being launched very carefully. But we're really excited about the long-term potential of that.
He concluded: I think if you are a broadcaster, a brand, rightsholder, team or athlete, and you're looking at what you have across the year, and through your social media content you're trying to grow your audience online and really achieve virality, I think all the audience would point to the fact that TikTok is the place where that's most likely to happen these days.
North America Stories
07/09/2024
The official kickoff to the college football season provided another reminder of how football can boost audiences across all platforms, with ESPN and ABC report...
07/09/2024
CAMBRIDGE, U.K. Adder Technology, a provider of connectivity solutions and high performance IP KVM technologies, has announced a new addition to its KVM matrix ...
07/09/2024
CINCINNATI The E.W. Scripps Company (NASDAQ: SSP) has promoted Sean Franklin to vice president and general manager for WLEX, the Scripps-owned NBC affiliate in ...
07/09/2024
AMSTERDAM Cobalt Digital has announced that during the IBC Show it will be sharpening its focus on IP-based solutions by adding a scalable software-based multiv...
07/09/2024
Cerberus Tech, a leader in cloud-native IP contribution and distribution, today announced a series of updates that combine to increase user control in working w...
07/09/2024
Interra Systems, a leading provider of end-to-end quality assurance solutions to the digital media industry, today announced a strategic partnership with Videli...
07/09/2024
oMoVo, an innovator in AI-driven digital asset management (DAM), is launching ioPilot, a new feature in its game-changing DAM platform. Designed to streamline c...
07/09/2024
Creativepool Annual 2024: The Most Awards Launched at Sinfonia Smith Square
Brie Clayton September 7, 2024
0 Comments
The creative industry's mo...
07/09/2024
Meredith Veloz has been named news director at WRMD Tampa, part of NBC Universal Local's Telemundo Station Group. She starts in early October and will repor...
06/09/2024
By Jessica Herndon
One of the most exciting things about the Sundance Film Fes...
06/09/2024
PARK CITY, UTAH - JANUARY 22: (L-R) Eugene Grygo, Phoebe Hoffman, Lana Wilson, Michael Kim, and Nikenya Hall attend the 2024 Sundance Film Festival Look Into M...
06/09/2024
Video over IP, in the sense that's used in film and television, sometimes feels like a newer idea than it really is. That might be because the high-end, unc...
06/09/2024
The ability of NFL football to attract large audiences in an era of declining viewing for linear TV was on full display in the NFL seasons opener, with an avera...
06/09/2024
MELVILLE, N.Y. Chyron has beefed up its team in EMEA and APAC with the addition of three new positions intended to enhance its growth and better serve customers...
06/09/2024
NEW YORK FutureB2B, a world-leading provider of business intelligence and networking services, is proud to announce the appointment of Joe Palombo as the publis...
06/09/2024
Adventurer A/V, a leading Taiwanese broadcast production company and equipment rental service provider based in Taipei City, has invested in latest-generation U...
06/09/2024
At IBC 2024, Hall 1 B33, leading video software provider, Synamedia, will unveil a raft of new video network solutions as it solidifies its position as a key te...
06/09/2024
LiveU today launched its Lightweight Sports Production solution making fully featured, professional live sports production accessible and affordable for every e...
06/09/2024
Osprey Video
IBC2024 Show Preview
Sept. 13-16
Various Partner Stands
At IBC2024, Osprey Video's encoding/decoding technology will be on display at sever...
06/09/2024
GB Labs, the leader in intelligent, centralized media storage, today announced the launch of NebulaNAS, a transformative new cloud storage solution developed fr...
06/09/2024
Suitest, provider of test automation for OTT applications, today announced the full availability of image- and object-based test automation capabilities in a si...
06/09/2024
France 3 Nouvelle Aquitaine (.3NoA) is a 100% regional channel that aims to promote culture and creativity at regional level.
At the beginning of 2024, the cha...
06/09/2024
At IBC 2024, Camera control specialists Videosys Broadcast will be announcing a new bidirectional radio camera system that will simplify wireless workflows, as ...
06/09/2024
Magnifi by VideoVerse, an AI-driven video technology company and powerful video-editing SaaS platform, has announced a partnership with Storyteller,a leading Sa...
06/09/2024
iWedia, a leading provider of software solutions for connected TV devices and services, is proud to announce its selection as the official vendor for the HbbTV ...
06/09/2024
LTN and Skyline Communications announce a new collaboration to drive enhanced broadcast monitoring and control for Tier 1 media, sports, entertainment, and tech...
06/09/2024
IBC2024 today announces the line-up of speakers and sessions for the first-ever dedicated IBC Talent Programme, taking place on Monday 16 September in the Showc...
06/09/2024
Kiloview, a leading provider of IP-based video transmission solutions, is set to make a significant impact at IBC 2024 with the unveiling of three groundbreakin...
06/09/2024
The newly combined entity of Fabric and Xytech Systems, currently known as Fabric x Xytech, is pleased to announce the appointment of Kira Baca as Chief Revenue...
06/09/2024
Student Spotlight: Mateo Londo o The producer talks about leaving Berklee to grieve the passing of a close friend and fellow student and then returning to fin...
06/09/2024
More rough news for grownups in traditional media. According to a new study from Precise TV, teens prefer the ads on YouTube and are turning to Netflix and YouT...
06/09/2024
A data-driven campaign created by Samsung Ads and Davis Elen Advertising for the...
06/09/2024
Glen Dacy has been named VP of news content and streaming at WFLD-WPWR Chicago, starting September 9. He most recently worked with the CBS Network News Special ...
06/09/2024
WPP's GroupM media investment unit named Richard Hartell CEO of its EssenceMediacom U.S. agency, effective immediately....
06/09/2024
Cozi TV premieres an original documentary on Little House on the Prairie Saturday, September 7 at 7 p.m. ET. Hour-long Loving Little House: The 50th Anniversary...
06/09/2024
Vizio said its WatchFree Plus streaming service is now available on the Vizio mobile app for iOS and Android devices....
06/09/2024
XGen Network (XGN) said today that it plans to conduct what it calls the worlds first demonstration of ancillary data delivery to a road sign using 5G Broadca...
06/09/2024
MELVILLE, N.Y. Chyron has updated its sports analysis portfolio with new versions of PAINT, its illustrated replay solution, and Virtual Placement, the company ...
06/09/2024
MT OLIVE, N.Y. Vislink Technologies has announced the appointment of Joseph Lipowski as its new Chief Technology Officer (CTO). A renowned RF and wireless exper...
06/09/2024
IRVINE, Calif. In a sign of how important advertising has become to makers of TV sets, Vizio has announced that its popular WatchFree+ service is now available ...
06/09/2024
AMSTERDAM Shotoku Broadcast Systems will launch SoftRail that merges the path-following capabilities of a physical rail system with the freedom of a free-roamin...
06/09/2024
WARNER BROS. TELEVISION AND THE BOSTON FILM FESTIVAL ANNOUNCE WBTV COLLEGE DAY O...
06/09/2024
NFL Kickoff 2024: Coming Off Super Bowl High, CBS Sports Adds 4K Zoom Tech, AI-D...
06/09/2024
Customer service departments across industries are facing increased call volumes, high customer service agent turnover, talent shortages and shifting customer e...
06/09/2024
SVG Rewind: Freedom Broadcast Studios Remotely Produces Browns-Seahawks Preseaso...
06/09/2024
NFL Kickoff 2024: FOX Sports Precedes Super Bowl LIX Production With Tantalizing...
06/09/2024
Philip Garvin, Mobile TV Group Founder and Live-Production Titan, Dies at 76 Garvin was a leader and pioneer in the regional-sports-production community By Jas...
06/09/2024
Hero Digital Revamps LPGA.com Website; WSC Sports Powers AI-Created Highlights Initiative builds upon SeatGeek and Legends partnerships aimed at expanding expos...
06/09/2024
Quickplay Promotes Prabu Chelladurai, Hires Sean Lynch and Adam Mitchell to Stre...
06/09/2024
RTL Deutschland boosts coverage for second NFL season on RTL, Nitro and RTL By George Bevir
Friday, September 6, 2024 - 10:13
Print This Story
RTL's ...