TikTok is  encouraging creators to share longer videos in a horizontal format by increasing their visibility on the platform. 

The initiative is part of TikTok’s Creativity Program, replacing the Creator Fund introduced in 2020. Under this program, TikTok will enhance the visibility of videos longer than 60 seconds to a broader audience. However, creators will not receive monetary rewards for the increased view counts resulting from this boost. The platform is automatically boosting horizontal videos over one minute, and creators have the option to opt out at any time. 

This effort aligns with TikTok’s testing of 30-minute videos, indicating a potential move to compete with YouTube in long-form content.

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