Time spent on social media is plateauing. Longer videos could keep users around longer while providing more monetization opportunities for platforms. But some short-form creators won’t be receptive to the shift.
The era of bite-sized video is nearing an end as social media platforms push for longer content and consider video more holistically. Longer videos are easier to monetize and could spur users to spend more time on social media, but some creators see drawbacks.
Key Question: Why are social media platforms prioritizing longer videos—and how are creators, marketers, and users responding to the shift?
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Creators Make the Most Money From Brand Deals, but Their Earnings Breakdown Is Changing (billions in US social media creator revenues, by stream, 2021 & 2024)
Creators Make the Most Money From Brand Deals, but Their Earnings Breakdown Is Changing (billions in US social media creator revenues, by stream, 2021 & 2024)