From TikTok to YouTube, social media content material is altering

Very present in our lives, social networks include a lot of content. By allowing users to have fun or discover and learn new things, they are subject to development. This is especially true of videos on TikTok, a social network that continues to gain popularity and set records. After passing the milestone of one billion users last September, it has become the application on which users spend the most money.

Since its launch in 2014 – under the name Musical.ly – the content published on the platform has evolved, not only in terms of diversification, but also in terms of duration. If TikTok is known for its short videos, as well as dances and challenges, this fast-paced, addictive content has come of age and can now refer to adult life, professional life or prevention. What to say about the age of the reason for fast content.

Longer, more diverse, more mature content

For starters, videos on TikTok now tend to be longer. Although they could not exceed 15 seconds at the start, today they usually last 3 minutes, since the Chinese social network gave that opportunity last July. It also continues to offer longer formats to its users: in March, it announced the introduction of a video with a maximum duration of 10 minutes. Heaven, which conducts annual studies on the digital behavior of people under the age of 13, talks about the age of the reasons for the content: “Fast content is no longer necessarily short content, just because you can access it quickly doesn’t mean it shouldn’t be long and exceed the basic 15-second limit for TickTok videos.”explains Emmanuel Berne, director of studies at Heaven.

As for the content itself, those released on the 2019 platform mostly relate to dance, beauty and looks, or even humor and comedy according to the agency. Three years later, videos present on the social network revolve around more mature topics related to adult life. Users can really watch videos about cleaning, either cleaning the room at home or a pair of sneakers. Brands have even taken advantage of this trend and gained visibility, such as Stuff Paste (39.4 billion views), which sells cleaning paste. Even more atypical, they enjoy watching a woman clean up abandoned graves, with @ladytaphos being followed by 2.7 million users.

TikTok is also a platform on which many topics are popularized. In the field of human resources, for example, there are tutorials for writing a CV, preparing for a job interview or knowing your rights as an employee. Science is accessible and presented in a fun way. Teachers also use TikTok to teach musical skills, such as Rapetmanthiques, which raps through equations, for example.

The topic of mental health completely exploded during the captivity

Emmanuel Bern

Director of Sky Studies

Videos on TikTok are also more responsible for challenges that can be dangerous. For some of them, such as the Labello Challenge, many users warn of their existence, resulting in more “prevention” content than condemned practice content. They are also interested in health and mental well-being issues, with content on self-acceptance to help people stop complexing around their physical appearance. The #mentalhealth and #selflove videos have more than 37.7 billion views.

The presence of this topic on TikTok and other platforms is especially related to the closure of: “The topic of mental health completely exploded during captivity and it is something that has remained very strong and very present today on TikTok, but also as a media topic. The impact of incarceration on the youngest is still a bit latent ”says the agency’s director of studies.

The reasons for this diversification

Three reasons explain this evolution of video on TikTok. “Today, content diversification is linked, on the one hand, to fashion effects that may exist in relation to content, and on the other hand to the fact that content creators will evolve, grow. Their interests will change as they get older, and that will generate new types of content. ”, says Emmanuel Berne. To illustrate this, the agency mentions a designer known by the pseudonym “Silvert”. Publishing, among other things, videos related to makeup and clothes, she has now published more about babies from pregnancy. Another example: the evolution of the most popular video topics in France. Thus, we moved from the faculty playground in 2019 (2.3 million likes) to fishing with his dog in 2022 (3.8 million likes), not forgetting excerpts from football matches of the national team.

This mutation of the subject also comes from TikTok itself. “The platform can try to highlight content that will be different from dance, with humor to voluntarily provide more mature content. There is a platform-specific desire to display this more diverse content. Not only are the creators involved, the platform also aims to diversify.explains the agency’s director of studies.

Topics may seem new on TikTok when they already exist on other social networks. “TikTok is still a relatively new platform. The content may have been super strong at some point on older platforms, such as YouTube and Instagram. They appear as a novelty when they were created on TikTok, although they have been slightly reworked, reformatted with the right calibration. “, says Emmanuel Berne. According to him, educational content is the most striking example. Invented on YouTube, they are “came out” from this platform go to the Chinese social network. The contents are thus recycled in TikTok sauce.

Apart from TikTok, other social networks have also undergone a metamorphosis, more or less long, more or less obvious. Some trends visible on the Chinese platform are present on others as well. This is the case with mental health on Instagram. Following the Generation Z survey (young people aged 13 to 24), the social network in its report on trends for 2022 indicates that young people are more interested in it. They “They are looking for ways to continue their path to mental health and well-being and to develop their creative side (drawing, collage, painting, music writing, etc.)”. It is expected to make their homes more sustainable and environmentally friendly this year.

By inviting others into their homes during isolation, people are less pressured to project unrealistic images of their lives.

Kevin Allocca

YouTube Culture and Trends Manager

As for YouTube, if the platform used to be specifically used to watch videos about music, comedy or entertainment, today that is no longer the case. According to a report by the Culture & Trends 2021 platform, consumers use the app to learn how to do things themselves (tutorials and other DIYs), manage their physical and emotional well-being, and even find community.

The Covid-19 pandemic and closure have significantly caused a drop in the barrier between public and private life. “By inviting others into their homes and using digital tools and platforms to communicate during isolation, people are less pressured to project unrealistic images of their lives. They seem to expect the same from their favorite designers and stars.explained Kevin Allocca, head of culture and trends on YouTube.

The creators have had some success sharing their daily lives, such as Dental Digest, a dental student at the University of Illinois, Chicago, who has won over 500 million views with content on daily activities. : brushing teeth.

Finally, formats are changing. If TikTok extended the length of its videos, other platforms went the other way, copying the Chinese application and its short formats that contributed to its success. Instagram, for example, introduced Reels, and YouTube Shorts. In general, social networks usually copy each other to stay popular. “When we look at platforms like Facebook, Instagram, Snapchat, TikTok and YouTube, we still find format standardization.”, says Emmanuel Berne, recalling that TikTok itself “stole” existing formats elsewhere, such as Snapchat stories. If these two platforms are especially popular among young people for now – at the expense of Facebook and Instagram – it remains to be seen whether this will be the case in a few years: Facebook, popular among young people in their infancy, is now considered a and grandparents.

Content and formats are changing on social media to continue to attract volatile users. Not only do they grow and evolve, but they are also willing to change nests if they find something better elsewhere. Faced with fierce competition, platforms have no choice but to evolve and stay in the game.

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