This change is especially important for cross-platform content marketing and helps simplify the process of adapting content for different platforms.
Time Issue: Limitations Across Platforms
Previously, content creators faced a variety of video length restrictions across platforms. For example:
Meta* (Instagram and Facebook) : Video up to 90 seconds long.
TikTok : the limit reached 10 minutes.
YouTube Shorts : Initially, the limit was only 60 seconds.
This inconsistency forced creators to produce multiple versions of the america cell phone number list same content, which increased time costs and decreased productivity.
Additionally, the platforms had different monetization requirements. On TikTok, certain monetization features were only available for videos longer than one minute. This created a situation where a video optimized for one platform might be useless on another, both in terms of length and earning potential.
Optimal length: a universal standard for everyone
According to experts, a video length of 90 seconds is optimal for cross-platform distribution. Videos of this length are suitable for all major platforms without the need for additional editing.
This is proving to be a valuable tool for marketers and businesses. Eliminating the need to create different versions of content for each platform greatly simplifies workflows and helps maintain brand integrity in the digital environment.
The Shorts Economy: More Revenue for Content Generators
For those who have an account registered abroad and who can still earn income from posting content on the platform, the monetization of short videos is another important factor that influences the strategy of content creators. While traditional YouTube videos bring in $10–40 RPM (revenue per thousand views), Shorts started with much more modest figures — only 5–10 cents. However, over time, the profitability of short videos has grown to 25 cents per thousand views.
This dynamic forces content creators to balance between short and long formats to efficiently allocate resources and maximize revenue.
Speaking of monetization, the past year has been even more difficult for Russian content creators than the previous ones. In addition to restrictions on advertising, the platform has completely stopped paying royalties for views from foreign audiences, completely blocking AdSence accounts. Now even that small portion of the income from posting content on the platform that video bloggers could still count on is no longer available. Since August 2024, Russian video bloggers have focused on connecting the donation and contribution system, and some have reduced their activity on YouTube and are creating specialized content for VKontakte, trying to transfer the audience there.
