TikTok experiments with 60-minute video uploads

TikTok is exploring the possibility of allowing hour-long video uploads, potentially opening up new opportunities for content creators, brands, and marketers.

Significance of the change

As a powerful discovery platform, TikTok’s new 60-minute video upload capability could transform it into a hub for long-form branded content. This eliminates the necessity of dividing videos into shorter segments.

Purpose behind testing

TikTok is striving to offer creators more flexibility, enabling them to produce and share extensive content such as cooking tutorials, beauty guides, educational lessons, and comedic performances, which are difficult to fit into shorter formats.

Current availability

The 60-minute video upload feature is being tested by a limited number of users in selected markets. It is not widely available, and there are no immediate plans for a broader rollout, as reported by TechCrunch.

Implications for advertising

The introduction of longer videos might lead to increased advertising opportunities, including pre-roll and mid-roll ads.

Trend of increasing video lengths

In January, TikTok began testing 30-minute video uploads, following the previous expansions to 15 minutes in 2023 and 10 minutes in 2022. Initially, TikTok videos were limited to 15 seconds, but the platform progressively increased the maximum video length to 60 seconds, and then to 3 minutes in July 2021.

By continuously extending video lengths, TikTok is adapting to the evolving content creation landscape, potentially reshaping how creators and brands engage with audiences on the platform.

This article available in Ukrainian.