TikTok - Playback Speed Feature Proposal

Transcript

1. TikTok Playback Speed Feature @atiqaikram
2. TikTok now allows for a longer video format, upto a length of 10 minutes. Although this offers more flexibility for creators, it can be stressful for viewers* Problem Statement * Source: Wired
3. Help viewers adapt to a longer video format with ease GOAL Allow viewers to consume content faster and save time SOLUTION
4. Help viewers adapt to a longer video format with ease GOAL Allow viewers to consume content faster and save time SOLUTION
5. User Demographics Source: Shopify
6. “ Gen Z has an average attention span of 8 seconds Source: The Everything Guide to Gen Z
7. METHOD Tap on extreme right and left to skip forward and backward 10 seconds CONFLICT Double tap already lets users like a video IMPACT Low: Seek feature already exists for videos longer than 1 min Potential Approaches Double Tap
8. METHOD Press and hold on extreme right and left to fast forward and rewind until stopped CONFLICT Press & hold already opens the video menu IMPACT Low: Seek feature already exists for videos longer than 1 min Potential Approaches Press and Hold
9. METHOD Dedicated button on video screen to set the playback speed CONFLICT None IMPACT High! (Details ahead) Potential Approaches Speed Controller Buon Chosen Approach
10. Rising Trends • More people are watching videos at faster speeds • Top Chrome extension for “Video Speed Controller“ has over 2M weekly active users [source] • Youtube’s built in playback speed controller • Whatsapp’s playback speed controller for voice notes
11. 1x 1.25x 1.5x 2x Tap to Cycle
12. Brand Alignment • Evolving from short video format • Challenge of user retention with long videos • Finding balance between short and long video formats
13. Business Alignment • Increase viewers’ content consumption • Increase creators’ reach • Increase Ad consumption in the same watch time
14. Outro • TikTok needs to strike a balance with integrating a longer video format • Playback speed feature can do that while supporting their brand and business values @atiqaikram hi@ati.qa