Sony Pixel Power calrec Sony

TikTok's Tim Edwards Talks Long Form Content, Monetization and the Power of Search

29/05/2024

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.
LINK: https://www.sportsvideo.org/2024/05/29/tiktoks-tim-edwards-talks-long-...
See more stories from svg

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

04/08/2026

Dalet Announces Commercial Availability of Dalia, Bringing Media-Aware Agentic AI to Enterprise Productions

Dalet, a leading technology and service provider for media-rich organizations, t...

04/07/2026

Detective Conan: Fallen Angel of the Highway Opens in Dolby Cinemas Across Japan, Presented in Dolby Atmos and Dolby ...

April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...

01/06/2026

Dolby Sets the New Standard for Premium Entertainment at CES 2026

January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026 Throughout the week, Dolby brings to life the latest innovatio...

02/05/2026

Dalet Flex LTS Delivers Smarter Search, Faster Editing, and an AI-Ready Foundation for Modern Media

Dalet, a leading technology and service provider for media-rich organizations, t...

01/05/2026

NBCUniversal's Peacock to Be First Streamer to Integrate Dolby's Full Suite of Premium Picture and Sound Innovations

January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...

30/04/2026

Study: Rokus Low-Cost, Ad-Free Howdy Streamer Hits 1 Million Subs

Share Copy link Facebook X Linkedin Bluesky Email...

30/04/2026

MLS Innovation Lab Selects AI Partners

Share Copy link Facebook X Linkedin Bluesky Email...

30/04/2026

NRB Files FCC Complaint Over Jimmy Kimmel Live!' Monologue

Share Copy link Facebook X Linkedin Bluesky Email...

30/04/2026

D.C. Court Denies Emergency Stay of Nexstar/Tegna Merger

Share Copy link Facebook X Linkedin Bluesky Email...

30/04/2026

NAB Criticizes FCC for Ordering Early Renewal of ABC-Owned Stations

Share Copy link Facebook X Linkedin Bluesky Email...

30/04/2026

FCC Approves Station Swaps Between Scripps and Gray Media

Share Copy link Facebook X Linkedin Bluesky Email...

30/04/2026

Telestream Introduces Pulse - a Software-Defined Test an...

A flexible monitoring platform designed to simplify ST 2110 operations, consolidate vendor tools, and support modern live production environments. See it at NAB...

30/04/2026

Langlev Takes Run Amok to Sundance with Zeiss Supreme Pri...

Sundance-premiering Run Amok is an expressive, unconventional take on today's teen experience, replete with musical numbers. When cinematographer Shachar ...

30/04/2026

Studio Technologies Elevates Jacksonville State Universit...

JACKSONVILLE, AL, APRIL 29, 2026 Jacksonville State University, known as Jax State and a proud NCAA Division I member of Conference USA, has transformed its a...

30/04/2026

Knowledge Network selects ThinkAnalytics to launch AI-pow...

Transforming viewer and content data into real-time intelligence to deliver relevant streaming experiences at scale ThinkAnalytics, the global leader in AI-pow...

30/04/2026

Sports Production, Delivery is Big Biz at NAB

Sports Production, Delivery is Big Biz at NAB Andy Marken April 29, 2026 0 Comments Hero image source: NAB One of the neat things about trade shows i...

30/04/2026

April 29, 2026

Scripps Research ranks third in 2026 Cure Innovation Index April 29, 2026 LA JOLLA, CA Scripps Research ranked third in the inaugural 2026 Cure Innovation In...

29/04/2026

Churchill Downs Racetrack Lifts Curtain on New Big Board Ahead of Kentucky Derby Week

It was a delicate job in a 150-year-old venue laden with traditions. Begun at th...

29/04/2026

How the MLS Innovation Lab Enhances Everything From Athlete Performance to Production to Ticket Sales

In annual event, the league gives startup companies the opportunity to prove the...

29/04/2026

Save the Date: SVG Venues & Teams Summit Travels South to Miamis Kaseya Center on Aug. 12

Panel discussions, networking, and a facility tour will take place in the renova...

29/04/2026

The Cast and Crew of Conbody VS Everybody Have Each Other's Backs for Life

(L-R) Derek Drescher, Coss Marte, and Syretta Wright have each other's backs. (Micheal Hurcomb/Shutterstock for Sundance Film Festival) By Veronika Lee Cla...

29/04/2026

Free Tilt EQ plug-in from Techivation

Combines EQ and harmonic distortion Techivation's latest release is a simple EQ designed to offer quick control over a source's overall tonal balanc...

29/04/2026

Expressive E launch the Osmose CE

Two new MPE controllers announced Expressive E caused quite a stir when they released the Osmose, making the sort of expression that was once reserved for p...

29/04/2026

iZotope RX 12 is here

New modules & enhanced machine-learning The latest version of iZotope's flagship restoration suite is now available, and now offers over 50 tools design...

29/04/2026

Surgeon Dr Jasmina Kevric wins 2026 Les Murray Award

Surgeon Dr Jasmina Kevric wins 2026 Les Murray Award 29 April, 2026 Media releases Australia for UNHCR and SBS are proud to announce that Dr Jasmina Kevric...

29/04/2026

YEP Spotlight: Julissa Padilla

Some people stumble into their passion. Julissa Padilla walked straight into a film vault. For her, entertainment was never just about the movies themselves. It...

29/04/2026

Clear-Com Promotes Brian Grahn, Ben Turnwell to Expanded Roles

Share Copy link Facebook X Linkedin Bluesky Email...

29/04/2026

The CW Unveils Major Streaming Deals with ESPN and Roku

Share Copy link Facebook X Linkedin Bluesky Email...

29/04/2026

Clear-Com Announces New Roles for Brian Grahn and Ben Tur...

Clear-Com has appointed Brian Grahn as Market Outreach Manager of the Americas and Ben Turnwell as Business Development Manager for EMEA live, expanding their ...

29/04/2026

Reduce Workflow Complexity with nxtedition at MPTS 2026

nxtedition is bringing its range of consolidated production tools to MPTS 2026, with new developments spanning transcription, editing, graphics and AI-assisted ...

29/04/2026

Telxius taps Synamedia to unlock seamless global multi-CD...

Quortex Switch to boost the streaming experience for Telxius customers, reaching millions of viewers worldwide Synamedia and Telxius, the leading global connec...

29/04/2026

freispace and Projective Announce Joint Showcase of Integ...

freispace, the leading ERP-as-a-Service platform for media and entertainment production, and Projective, a leading provider of post-production collaboration tec...

29/04/2026

DHD Celebrates 30th Anniversary at 2026 NAB Show

DHD reports strong interest in its broadcast audio product range, exhibited at the April 19th-22nd NAB Show in Las Vegas. The event attracted a claimed 58,000 a...

29/04/2026

Student Spotlight: Alan Catz

Student Spotlight: Alan Catz The Argentine film and game composer talks about working on League of Legends, receiving Berklee's BMI Award, and the lifelon...

29/04/2026

Jay Jennings Builds the Worlds You Hear on Screen

Jay Jennings Builds the Worlds You Hear on Screen The supervising sound designer behind A Minecraft Movie, The Meg, Letters from Iwo Jima, and dozens of other...

29/04/2026

Paramount Will be 49.5% Foreign Owned After WBD Merger

Share Copy link Facebook X Linkedin Bluesky Email...

29/04/2026

NAB Show 2026: AI, Vertical and BPS Dominate Broadcasters' Discussions

Share Copy link Facebook X Linkedin Bluesky Email...

29/04/2026

IAB Tech Lab Announces New OpenRTB Attributes

Share Copy link Facebook X Linkedin Bluesky Email...

29/04/2026

Meet the eight finalists for RT Today's TV Home Cook competition

Voting opens at 4pm today RT 's Today show have announced the eight finalists for their TV Home Cook competition. Amateur cooks from Cork, Dublin, Galway ...

29/04/2026

VEON and Kyivstar Fulfill Commitment to Invest USD 1 Billion in Ukraine over 2023-2027 Ahead of Schedule

29 Apr 2026 VEON and Kyivstar Fulfill Commitment to Invest USD 1 Billion in Ukr...

29/04/2026

U challenges stars and their dogs to compete for Wagging Rights

Rhod Gilbert, Harriet Kemsley, Kae Kurd, Sara Pascoe and Vicki Pattison to take part in brand new series on free streaming service U London, 29th April 2026: F...

29/04/2026

Katie Price: Nothing to Hide, a Sky Original documentary series from BAFTA-winning Mindhouse, coming this summer

Wednesday 29 April 2026 Katie Price: Nothing to Hide, a Sky Original documentar...

29/04/2026

Sky announces upcoming documentary series The Lie That Exposed The Truth

Re-examining the case of Ellie Williams and the wider story of grooming in the town of BarrowWednesday 29 April 2026 Sky announces upcoming documentary series ...

29/04/2026

Jennifer Garner to lead an all-star cast in new Sky Exclusive summer escape The Five Star Weekend, coming to screens this July

Wednesday 29 April 2026 Jennifer Garner to lead an all-star cast in new Sky Exc...

29/04/2026

'SUPERNOVA: GENESIS' Reached a Peak Audience of More Than 6.5 Million Viewers on Netflix

Back to All News SUPERNOVA: GENESIS Reached a Peak Audience of More Than 6.5 Mi...

29/04/2026

dB Sponsors College Sustainability Week

Students and staff from Hills Road Sixth Form College in Cambridge ran a 4.5km course around the roads of Cambridge as part of their annual programme of sustain...

29/04/2026

Listen to the birds sing! Experience mother nature in a seven-hour radio marathon

The Dawn Chorus airs Sunday 3 May from midnight to 7am on RT Radio 1 and RT ly...

29/04/2026

April 28, 2026

Jin-Quan Yu elected to the National Academy of Sciences Yu is recognized for his pioneering work in synthetic organic chemistry. April 28, 2026 LA JOLLA, CA S...

28/04/2026

Sound for the NFL Draft Show Balances Often Conflicting Goals

The audio team for the entertainment event must blend speech intelligibility with full-range music reproduction while considering the broadcast Last week's...