TikTok is testing 30-minute video uploads for some users in the beta version of its app.
Why we care Longer videos can offer more opportunities to place ads in the middle of clips, known as mid-roll ads. These mid-roll ads typically lead to higher completion and engagement rates.
first view The new upload option was first spotted by social media consultant Matt Navarra. She shared a screenshot of the TikTok pop-up notification on her threads account:
why now TikTok’s choice to allow longer video uploads follows a move by Douyin, the Chinese version of TikTok, which extended its upload limit to 30 minutes per clip in 2022 and received a positive response.
time line TikTok has regularly increased the maximum length allowed for each post over the years:
15 seconds per clip in 2018. 60 seconds per clip in 2019. 3 minutes per clip in 2020. 5 minutes per clip in 2021. 10 minutes per clip in 2022. 15 minutes per clip in 2023.
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Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book Mastering In-House SEO.
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