The latest trend on TikTok? Watch films and series in 90-second increments

The vertical flow of the Chinese platform is very appreciated by its users, who manage to make sometimes… unexpected uses of it. At least, at first glance.

Could TikTok also tackle cinema? It’s unlikely, but it’s true that we’re starting to get used to its format. While most video content has been filmed and broadcast horizontally for many years, the democratization of smartphones encourages videographers to tilt their cameras 90°. And, if Hollywood and cinemas have not yet really taken the plunge, some users do not hesitate to try the experience for them.

The big screen, shredded and turned inside out

You would never have thought of it, but others have done it for you. How about cutting a feature film into a myriad of clips and truncating them to vertical format? It’s an idea that would make any cinema professional jump, and yet, it’s a reality. It’s even a trend that seems to be gaining traction on TikTok, and for good reason. Or at least, an explainable reason.

Indeed, as our colleagues at DNA, the creators of this content can demonstrate a keen sense of cutting. By playing on suspense within the scenes themselves, they manage to keep the viewer in suspense until the last second. A blessing for TikTok’s algorithms, which see enormous potential for engagement from users and therefore readily favor this type of video.

Once you’ve seen the first extract, you generally want to watch the sequel, at least while it’s available. And this is how TikTok users were able to watch films like barbiedivided into around thirty three-minute extracts.

A trend that speaks volumes

So why put yourself through such an ordeal? First of all, the practice is not that rare. Whether on TikTok or other social media, many clips from films, series or television shows are found in the form of short vertical videos. Users are used to it, and the platforms know it. Like YouTube, which allows creators to easily transform their vertical content into Shorts.

A social effect could also explain this trend. It is of course possible to share your impressions directly after viewing a scene in the comments area, and therefore to meet up with other users around the same experience. According to DNA, we can also talk about a zapping aspect, where TikTok imposes the content to be seen. This would allow viewers lost in current streaming offerings to skip the decision-making process and go with the flow.

Of course, it is not the production and distribution companies who are behind this initiative, but rather anonymous users who tap into pirated versions of the works. A new good reason to ban TikTok? Maybe not, because moderation on the platform seems reactive and the offending accounts don’t survive long.

That said, the message is rather clear for the audiovisual industry: TikTok, and more particularly its format, attracts viewership. Young people, in particular, have become acclimated to vertical flow, which is becoming a new way to entertain, learn, communicate and even obtain information. If cinemas are no longer able to attract them, it will be necessary to consider changing the medium and format, and thus placing films and series directly in front of their eyes.

Source : DNA