TikTok is testing a new 60-minute video upload limit, which could unlock new content possibilities for brands, marketers and content creators.
Why we care TikTok is already a powerful discovery engine, but the ability to upload 60-minute videos opens up TikTok’s potential as a platform for hosting long-form branded video content, rather than splitting videos into multiple parts.
Why TikTok is testing this. TikTok wants to give creators more flexibility and the ability to experiment with new types of long-form content (eg, cooking demos, beauty tutorials, educational lessons, comic sketches) that don’t fit well in shorter videos.
Not widely available. This new 60-minute video upload option is being tested with a limited number of users in select markets. It’s not yet available to all users, and TikTok has no “immediate plans” for a wider rollout. TechCrunch reported
Longer videos, more ads? This development could also pave the way for TikTok to offer more advertising, in the form of pre-roll and mid-roll ads.
It gets longer. In January, TikTok began testing 30-minute video uploads. This later increased to 15 minutes in 2023 and 10 minutes in 2022.
At launch, TikTok videos were limited to 15 seconds. TikTok later increased the maximum video length to 60 seconds, then tripled it to 3 minutes in July 2021.
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