TikTok is testing 60-minute video uploads

Would you consider watching a 60-minute video on TikTok? TikTok seems to believe that some users will, as it has initiated a new test allowing select users to upload hour-long videos.

https://www.threads.net/@mattnavarra/post/C7BazxBCYNi

As you can see in the above example, posted by social media expert Matt Navarra on Threads, TikTok’s trying to broaden its entertainment offerings.

TikTok has been gradually extending its video length limits over time, starting from 15-second clips at its inception, then progressing to 60 seconds, 3 minutes, 5 minutes, and finally reaching 10 minutes in 2022. In October 2023, TikTok began experimenting with 15-minute uploads, which were further extended to 30-minute clips in January of this year.

As such, the expansion to 60-minute clips isn’t entirely unexpected given this trend. However, the crucial question remains: will users actually invest their time in watching hour-long videos on TikTok?

The platform claims that creators have expressed interest in longer video formats, as it would afford them more opportunities to develop extended narratives within their content.

A report by TechCrunch stated that:

“TikTok says that while creators can weave multipart stories together by telling viewers to go to part two or more of a story, it often hears from creators who want more time for things like cooking demos, beauty tutorials, educational lesson plans, comedic sketches and more.”

It’s true that while creators may desire longer video formats, it’s uncertain whether viewers share the same enthusiasm. The broader behavioral trends, exemplified by Meta’s discouragement of longer Reels, suggest that there may not be substantial interest in extended videos within the TikTok stream.

However, TikTok’s ambition to broaden its platform and become a significant entertainment hub is clear. Earlier this year, TikTok introduced a program incentivizing creators to post longer landscape-format videos, indicating a concerted effort by the company to encourage this shift and potentially alter content consumption habits on the app.

The Chinese counterpart of TikTok, Douyin, has also been promoting longer videos. TikTok may be looking to replicate this strategy based on Douyin’s experience.

Moreover, longer videos offer increased monetization opportunities, with the potential for both pre-roll and mid-roll ads. Currently, TikTok’s monetization options are somewhat limited, so expanding into longer video formats could be a strategic move to align with other platforms and enable creators to establish a more robust presence within the app.

Ultimately, this shift could position TikTok as a more formidable competitor to platforms like YouTube in the realm of creator content.

Indeed, it remains uncertain whether users will respond positively to longer video formats on TikTok. However, considering the platform’s ambitions and the potential benefits in terms of content diversity and monetization, it seems like a worthwhile experiment. By testing out this new feature, TikTok can gauge user reactions and determine whether longer videos align with its broader goals and user preferences.

Source: Social Media Today

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