Do you want to upload longer videos on TikTok? That could soon be an option, with TikTok 15-minute uploads supposedly in testing. TikTok’s current video threshold is 10 minutes, so what is five more minutes? For a short-form platform like TikTok, expanding the capacity to upload longer videos is seemingly good for monetization. However, it might not be the best move algorithmically, since short clips are still the most resonant on the app.
Road to an Hour?
As seen in a notification posted by Social Media expert Matt Navarra, some users are being notified of the new threshold. Again, it is a significant expansion, representing another milestone in TikTok’s ongoing development.
Originally, TikTok had a 15-second time limit per clip, which eventually increased to 60 seconds. A longer time limit means that clips could cover a wider range of uses, expanding the app’s overall utility. Over time, the threshold gradually increased to 3 minutes, then 5 minutes, then 10 minutes in 2022. However, posting 10-minute videos disappeared as a direct posting option earlier this year but is still available when uploading clips.
Soon, TikTok 15-minute uploads will be a thing, making the app more akin to YouTube’s format. The real question is whether or not users actually want to watch longer videos in-stream. In hindsight, offering longer videos does help TikTok address one of its primary weaknesses – monetization. TikTok’s short-form approach, though highly engaging, cannot insert pre and mid-roll ads. With longer videos, TikTok can increase time spent in-app, while simultaneously offering better monetization opportunities.
Perhaps it will work. If we are to look at notable examples, YouTube has proven that long-form videos can perform well. It is worth noting that Douyin, TikTok’s Chinese version, allowed 30-minute uploads last year. Whereas Douyin’s decision to increase video thresholds likely stems from success, TikTok’s implementation is more experimental.
The Wrap
Douyin and TikTok are pretty much the same apps, though their main markets are vastly different. While it is currently a long shot, 30-minute videos could also make it to TikTok. That milestone will depend on how well users react to these new TikTok 15-minute uploads. The funny thing is that TikTok seems to be moving towards longer videos, while YouTube prioritizes Shorts.
Sources
https://www.socialmediatoday.com/news/tiktoks-experimenting-15-minute-uploads-app/697421/