Tiktok正在探索故事和长时间的视频：营销人员甚至关心吗？

When TikTok went viral in 2019,几乎一夜之间吸引数百万的全球用户, almost every major social media channel quickly pivoted attention to short-form videos.

虽然Instagram（尤其是在Snapchat故事中创新）推出了Instagram Reels，YouTube（以其更长的视频而闻名）推出了YouTube短裤。

现在，蒂克托克（Tiktok）似乎通过探索两个熟悉但仍然令人惊讶的功能来再次接触其最大的社交媒体竞争对手：Tiktok故事和10分钟的视频功能。

If you love the short-form, in-feed, and non-ephemeral nature of TikTok's platform, you might be surprised that they're now launching features that other platforms are famous for – rather than continuing to make their own unique offerings.

You also might wonder, "Will these features make TikTok a more applicable channel for my brand?" Or, "Will TikTok's Stories and long-form content go unnoticed and eventually be discontinued – just likeTwitter舰队？”

To help marketers try to determine if these features will make a difference in their TikTok or social media strategy, I'll highlight how they work, why TikTok's launching them, and if they pose any opportunities for brands.

我们将首先讨论Tiktok故事。但是，如果您只是对长期视频感兴趣，请单击此处跳到本文的那部分。

Tiktok扩展了其故事功能飞行员after initially testing the feature in a few select countries like Brazil in Q1. While TikTok has not yet published a press release about Stories or pilot results, U.S. users began to see a notification announcing the feature on apps throughout the past month.

正如许多营销人员已经知道的那样，该飞行员是在大多数主要的社交媒体平台之后，包括Facebook，Twitter，Instagram，甚至LinkedIn都启动或探索了自己的此功能版本。

故事的故事是什么？：一个快速的历史

在Hubspot博客中，社交媒体平台上的故事功能的演变教给我们一件事：当一个平台开发病毒功能时，其他主要平台将采用非常相似的选择。

Stories began on Snapchat, the first well-known ephemeral app where users could create a series of videos or pictures on their profile – or a Snapchat Story – that would only show up for 24 hours. Users could also send "Snaps" or a series of disappearing Snaps to other users who could only see them when they opened their message.

Soon after Snapchat attracted millions of users with ephemeral content, Instagram launched Stories as a key part of its platform. Then, soon after that Facebook, LinkedIn, and even Twitter launched Story or Story-like features. While Facebook, LinkedIn, and Instagram still host Stories today, Twitter has disbanded its version – called "Fleets" and Snapchat has steadily lost interest from consumers and brands.

如何出版蒂克托克的故事

If you are in the U.S. or another country where the feature is now available, creating a story is very similar to创建标准Tiktok内容。

1. Open TikTok's Post tool.

First, you go to your profile and press the turquoise plus (+) on your profile picture, or go to your feed and press the Post button. You can also find a post button in the center of TikTok's bottom navigation.

2. Make your content.

Create a video, or upload or take a picture. Then add any background music, text, or effects as you would with any TikTok video.

3. Determine if your content is a Story or TikTok.

When you're done recording or selecting a photo, you'll see two options: Post to Story and Next. Tapping Post to Story will automatically send it to your Story and For You feeds of other users.

值得注意的一件事是，如果您将照片张贴到故事中，您将需要选择一段音乐。否则，Tiktok将自动选择音乐。就我而言，这张图像已通过自动选择的Bruno Mars歌曲发布到我的第一个测试故事中。

If you tap "Next," and don't post the content to your Story, you'll be sent to the last page youusually see before posting a permanent TikTok，这使您可以在tiktoks中添加描述，同时还添加隐私和共享首选项。

因为故事是短暂的，所以Tiktok似乎不允许您在发布时添加描述，主题标签或隐私设置，如果您的品牌需要额外的内容，请记住这一点很重要。

观看一个故事

有三种观看故事的方法。一切都有点棘手，有时依靠偶然性。

1. Sit back and swipe into new Stories.

您关注的人或您可能感兴趣的帐户的故事将出现在Tiktok应用程序的页面供稿中，以及标准的Tiktok视频。尽管他们可能没有大量的描述，但您仍然可以遵循发布该帐户或像常规Tiktok视频一样“喜欢”内容的帐户。但是，某些功能（例如视频答复）将被禁用，因为此内容本来是短暂的，并且在24小时后将消失。

2. Find Stories through "For You Page" navigation.

打开tiktok，然后转到您的页面（又称您的主饲料）。滑动时，请注意每个视频右侧的参与度并共享导航按钮。当您看到周围带有绿松石环的个人资料图片时，请点击它以查看帐户的故事。

3. Find Stories on TikTok Profiles

转到您喜欢的TikToker的个人资料，并查看他们的个人资料图片。如果戒指出现在该配置文件图片周围，您可以点击它并将其发送到他们的故事。

Should You Leverage Stories?

陪审团仍在讨论故事是否会受到蒂克托克的欢迎。从简单的滑动通过我的饲料，很难找到已经积极使用它们的人。但是，此功能仍然非常新，并且随着越来越多的人意识到它而可能会增加。

Additionally, when accounts do use Stories, it essentially feels like a temporarily published TikTok video. It's also not clear yet if posting a series of videos to your Story will be as effective as posting permanent TikTok videos with a "Part 2" link in the comments.

例如，下面的屏幕截图显示了一个tiktoker在另一个tiktok视频的评论线程中链接后续视频，她演示了如何使用STEMPLAYERto isolate the vocals in阿黛尔's music.

Because of the engagement of Stories compared to linking permanent TikTok content together, some TikTok users might be more interested in growing their following and evergreen views with more permanent content.

除了较低的用法外，还可以阻止Tiktok故事的一件事是平台上可发现性的障碍。但是，虽然现在找到故事可能并不容易，因为它仍处于试点阶段，但如果该应用程序与Instagram一样，该应用程序完全包含了故事页面或搜索功能，则可能会改变。

At this point, Stories shouldn't be the reason your brand decides to go on TikTok. You'll ultimately want to look at its entire assortment of features, audience, and consumer behavior to determine if your brand is a good fit.

但是，如果您已经有了Tiktok的追随者，并且有时间进行轻实验，那么发布轻便的，品牌测试的故事可能不会伤害您的追随者。未经证实的Tiktok算法可能甚至可能会给您带来增强。

Multiple high-performing TikTokers I follow say they expect to see TikTok Stories get a discoverability lift in various TikTok feeds as the algorithm might favor or push content that leverages new features. While TikTok hasn't spoken about this at length or publicly, here's some example of advice from a user with over 350,000 followers.

如果您进行Tiktok故事进行实验，请记住以下几件事：

• Cater your Stories to TikTok's audience and platform:Stories should be fast-paced, value-packed, or interesting in another way to the TikTok audience.
• 故事将需要晋升：错过故事可能非常容易，因为该应用程序上没有指定的位置。当Tiktok视频的正确导航中概述了个人资料图像时，用户主要知道可以使用一个故事。如果您有一个希望人们看到的故事，请考虑制作一个介绍该主题并鼓励人们观看这个故事的Tiktok。
• Determine if views or followers are most important:One way many accounts gain followers is when users click the plus sign on the profile icon that appears in video navigation. But, when you publish a story or launch a live event, tapping the profile picture just leads to this content. This is important to keep in mind if you want to gain followers quickly.

Long-Form Video on TikTok

在2022年，Tiktok使所有用户能够添加长达10分钟的视频。该公司在bob全站app2021年夏天开始探索Longvideo功能，仅允许选择一组用户首先使用它们。蒂克托克（Tiktok）在最初宣布长期Video飞行员时解释说，此举旨在为创建者提供更多的工具和灵活性。

"Creative expression brings people together. It's how we connect with our communities. It's how we entertain, educate, inform, and inspire each other. This is also why we've focused on providing our community with a range of tools to help unleash their creativity – longer videos are now one more tool people can use to captivate the community with their creative expression,"read the statement。

从那时起,最终推出的功能ll users – who can now create videos that are up to 10 minutes long. And, to many of us, this continued rollout is still a bit surprising.

When TikTok began to go viral as a host for 1-minute videos, it seemed like an answer to Vine, a once viral and notably discontinued short-form video app. Even as viewership grow, TikTok still kept videos short by only eventually allowing a max of three-minute videos. Not only has TikTok strayed away from long-form in the past, but the platform's virality led many brands and social media channels to recognize how consumers wereshifting to short-form video consumption。

While a post from TikTok explains that videos over one minute longhave driven more than 5 billion global views，除了偶尔，该平台似乎仍然是由简短的内容驱动的live streams that appear in the For You feed。

Why is engagement so important? While TikTok might give an unconfirmed initial boost to creators who use its new features, the company has shared thatits algorithm is partially driven by engagement。饲料中的参与度较低的内容将被剥夺。因此，如果有人发布了一个感觉太慢，无法开始，无聊或太长，他们可以在饲料结束之前向下一个视频滑动，避免喜欢或发表评论，并且可能不会遵循帐户持有人。结果，内容可能会被剥夺。

尽管这不一定会阻止您，但它表明您仍然应该在Tiktok快节奏的平台上发布的内容以及吸引注意力和参与需要多长时间的战略性。

Should You Post Long TikToks?

While slightly longer TikTok videos or even TikTok Live could be a great way to engage your TikTok while also potentially getting an algorithmic boost from the app, keep in mind that much of TikTok's audience tends to prefer things short and sweet.

If you do want to test out a longer video, you can simplygo to create a TikTok胶卷或上传的内容长达10分钟。

Ultimately, you'll receive solid engagement and memorability on fast-paced apps like TikTok if your videos quickly and concisely pull viewers into the action and give them all the key information they need. If you do go beyond three minutes, your content will need to be incredibly interesting. Otherwise, the second a user loses interest, they'll move on to the next video with just a quick swipe of their finger.

Tiktok枢轴：绝望还是竞争成熟？

当Tiktok首次传播传播时，它是短形视频的首选应用程序。但是现在，随着它在App Store和网站图表的顶部成熟，它开始成为所有视频的首选平台。

而且，尽管Tiktok扩展到故事和长期视频似乎是一个令人惊讶的游戏，但测试这些流行的社交媒体功能并不一定是错误的。

最终，一旦接到病毒，平台就需要扩展以实现可持续增长。为什么？因为年长的竞争对手可能会在较小或较新的平台的独特功能上复制或创新。

In 2019 and 2020, TikTok was in that situation. Although the app was viral and getting huge attention from brands, competitors like Facebook, Instagram, YouTube, and Twitter quickly began testing short-form video features. Yet, TikTok's successfully kept growing and competing with these channels because of its continuous pivots, pilots, and evolutions. Essentially, TikTok is doing exactly what its competitors have done to capitalize on its features.

虽然Tiktok曾经是如此酷，前卫的应用程序，有些人曾经看到过像以前这样的事物，但它正在进入一个数以百万计的人每天使用的频道。有时，随着成长的发展而保持相关性意味着您必须释放和测试从未见过的和竞争性的功能。

Tiktok适合您吗？

尽管有些品牌并不是Tiktok最适合的，而其他品牌仍然需要更多地了解该平台以利用它，但该平台不会很快消失，并且正在不断增长和变化。即使长期的内容和故事并没有对该应用程序产生影响，该平台可能仍然与您的品牌有关，值得保持您的雷达。

最终由您决定这些功能是否会吸引您的Tiktok受众，或者Tiktok是否适合您。有关在这方面的更多帮助，请在下面下载免费资源。