TikTok, once synonymous with ultra-short, viral formats, is now disrupting Generation Z's media habits with longer videos rich in information and creativity. How is this strategic pivot winning over young people, influencers, brands, and media outlets? Dive into the world of the Chinese platform, where attention is no longer a rare commodity, but a resource masterfully capitalized on.
Across Europe, Generation Z is prioritizing TikTok for entertainment, information, and self-expression, pushing most other media into the background. This article explores how the growth of long-form content is shaping usage, reshuffling the digital influence landscape, and opening new horizons for content, trust, and brand presence on the platform.
TikTok, the champion of attention and the driver of media consumption among Generation Z
Recent data from the study "The Media That Held European Gen Z's Attention in 2023" highlights TikTok's dominance in the media sphere of young Europeans. More than half of respondents (55%) say TikTok is the platform that holds their attention the most, just ahead of YouTube (51%). This supremacy is not based solely on the virality of short-form content: the growth of long-form content is increasingly attracting an audience seeking in-depth content and authentic engagement.
Several factors explain this phenomenon:
- The high-performance recommendation algorithm tailors the news feed to each user, extending attention span.
- Interactive immersion: video commentary, duets, challenges, and live functions reinforce interactivity and community loyalty.
- The diversity of the topics covered: information, entertainment, mental health, news, tutorials... The platform covers the entire spectrum of curiosity and daily needs of Generation Z.
A telling example is the success of niche influencers, who are moving from short-form videos to longer educational or analytical videos. Audiences remain loyal and participatory, interacting with in-depth content, as evidenced by popular English YouTubers which adapt their formats to both platforms.
TikTok's impact doesn't stop at entertainment. Nearly 471,700 users now turn to the app for news, an impressive increase since 2022. TikTok is even surpassing Instagram and Snapchat as the preferred news source among young people, as demonstrated by figures from the Morning Consult report.
| Platform | % Attentive Generation Z | Main use |
|---|---|---|
| TikTok | 55% | Entertainment, information, creation |
| YouTube | 51% | Long video, tutorials, in-depth |
| 48% | Visual inspiration, lifestyle influence | |
| 38% | Groups, general news |
This result is confirmed by the multiplication of media accounts on TikTok, covering international news, the emergence of new talents such as influencer-informants, and the popularity of decryption formats in a few minutes. TikTok's ability to shape young people's media practices goes far beyond a passing fad: it is part of a lasting trend that is shaping the future of news consumption.
The rise of long-form on TikTok: a new lever for engagement and monetization
Once focused on 15- to 60-second content, TikTok has taken a major step forward with the rollout of long-form formats that can now exceed 10 minutes. This evolution is accompanied by a profound shift: the platform no longer simply entertains; it educates, builds loyalty, and converts.
The benefits of long-form content on TikTok materialize in several ways:
- Longer viewing sessions: Users spend more time on content, which promotes memorization and the impact of brand messages.
- More nuanced content: the space left for argumentation and storytelling intensifies trust and perceived quality, a central point for the Generation Z in search of authenticity.
- Increased monetization: the long format allows for the integration of elaborate product placements, detailed demonstrations (beauty routines, economic analyses) and richer collaborations.
Several sectors have thus been able to take advantage of this development, like Italian luxury accessible on TikTok (see the detailed analysis). Brands benefit from immersive showcases, connecting emotions, expertise and community engagement.
| Creator Type | Format used | Result on engagement |
|---|---|---|
| Fashion & lifestyle designers | Hauls, routines, decryptions (+8 min) | High loyalty, high sharing rate |
| Media and journalists | Current affairs analysis (5-10 min) | Growth of interaction around current events |
| Experts & Educators | Long tutorials, short lectures | Boom in young audiences seeking skills |
The example of Léa, a young creator passionate about popularizing science, illustrates this shift: her move from “micro-facts” to 7-8 minute analyses not only generates more views, but also sustained discussions in the comments. Other platforms are adapting to this trend, as evidenced by the rise of English YouTubers who juggle between TikTok and YouTube, adapting their speech to each format.
The winning strategy is to alternate between short videos for virality and long formats for loyalty, a pattern that appeals to media and advertisers. An article published on ValueYourNetwork details how this duality promotes high-impact influence campaigns, particularly among Generation Z, hungry for substance and benchmarks.
Over the months, long-form content has become the cornerstone of a new creative economy on TikTok, offering creators and brands a space where expertise meets immersion. This unique positioning allows the platform to establish its leadership and assert its vision of deeper entertainment, connecting information, consumption, and social connection more than ever before.
Trust, information and new sources of influence: the new TikTok deal for Generation Z
Beyond capturing attention, TikTok's true revolution lies in its ability to generate trust among Generation Z, in the face of ever-increasing competition. The numbers speak for themselves: in 2023, 61% of Gen Zs will use TikTok for news, an 18-point increase in one year, according to Morning Consult. This new usage transforms the platform into a major hub of influence, one that brands and media outlets can no longer ignore.
- Moderation and security: TikTok invests heavily to maintain a climate of trust ($2 billion spent, 40,000 moderators), on par with the historical digital giants.
- Diversity of sources: the network now welcomes traditional media, experts, NGOs, but also micro-influencers specialists, strengthening the attractiveness and credibility of the content.
- The interactive experience: live streams, duets, and Q&As create a direct dialogue, where other platforms remain vertical. This model is particularly effective in the influencer sector, as detailed in the campaigns illustrated on ValueYourNetwork.
This new situation is felt in habits: TikTok is becoming both a space for consuming news and a laboratory of trends for millennial influencers, as a lever for informal education thanks to the rise of explanatory formats. The rise of VTubers, for example (see here), illustrates how TikTok is constantly reinventing itself to maintain affinity with connected youth.
| Source of information | % of informed users | Evolution 2022-2023 |
|---|---|---|
| 54% | Stable | |
| TikTok | 47% | +17 points |
| YouTube | 40% | +2 points |
| 38% | Stable |
This informational shift transforms TikTok into a brand awareness accelerator, whether it is live shopping or storytelling around projects with societal impact. In the era of emotional algorithms, TikTok's ability to combine information, engagement, and trust is redefining the codes of influence, paving the way for campaigns that are ever more participatory and rooted in current events.
In this race for attention, working with an expert partner makes all the difference. Since 2016, ValueYourNetwork has distinguished itself through its strategic support for brands and influencers, orchestrating hundreds of successful campaigns on TikTok and across all social media. Their expertise helps optimize the connection between content creators and businesses, ensuring authentic collaborations adapted to the expectations of Generation Z. To explore these opportunities and boost your visibility with this audience, contact us from now on.
FAQ on TikTok: the platform that seduces Generation Z with long formats
Why does TikTok appeal so much to Generation Z with long formats?
TikTok attracts Gen Z with long-form content because it meets their need for depth and authenticity. This type of content allows for the development of pitches, narratives, or detailed tutorials, creating greater loyalty among younger users who seek quality content and added value.
How is TikTok establishing itself as a source of information for Generation Z?
TikTok is becoming a preferred news medium for Generation Z because the platform offers accessible and varied explanatory content. Creators, influencers, and media outlets are embracing the format to popularize current events, making information more engaging and interactive.
How does TikTok's algorithm increase young people's attention?
TikTok's algorithm personalizes theuser experience by suggesting videos tailored to individual interests. This maximizes engagement and encourages discovery of long-form formats, where Gen Z spends more time.
What are the benefits of long-form content for brands on TikTok?
Long-form content allows brands to develop immersive and credible storytelling on TikTok. It can incorporate demos, detailed reviews, or interviews, increasing trust and retention among Gen Z.
How does the evolution of formats on TikTok influence influencer marketing?
The diversification of formats, particularly the rise of long-form videos, offers more creative scenarios and collaboration opportunities for influencers and brands. It allows for more elaborate and personalized campaigns, optimizing visibility and engagement.
Is TikTok replacing YouTube and Instagram among young people?
TikTok often surpasses YouTube and Instagram in terms of capturing the attention of Generation Z, thanks in part to its dynamic and interactive format. However, these platforms remain complementary depending on their usage (entertainment, tutorials, news).
How does TikTok ensure the safety and trust of its young users?
TikTok is investing in content moderation and safety, deploying dedicated teams and tools to detect inappropriate content. This approach reassures Generation Z and fosters a climate of trust that encourages expression and engagement.
What types of long-form content work best on TikTok with Gen Z?
Educational content, news analysis, beauty routines, and behind-the-scenes creative content are all proving popular in long-form formats on TikTok. These videos add real value to Gen Z's daily consumption.
How is TikTok changing young people's media consumption in Europe?
TikTok is redefining media consumption in Europe by centralizing entertainment, information, and community engagement on a single platform. It shapes trends and influences the new habits of connected generations.
Why use influencer professionals to succeed on TikTok?
Collaborating with experts helps maximize the impact and authenticity of TikTok campaigns. Professionals like those at ValueYourNetwork have mastered the codes, algorithms, and expectations of Generation Z to orchestrate effective and profitable collaborations.