TikTok, originally famous for its 15-second lip-synching videos, is currently testing a feature that allows select creators to upload videos up to 60 minutes long. This move represents a significant shift for the platform, positioning it as a potential competitor to YouTube, the established leader in long-form online video content.
The new feature was first shared publicly by UK-based social media consultant Matt Navarra. He revealed that users can upload these extended videos from both the mobile app and desktop, according to a screenshot he posted on Meta Platforms’ Threads.
While neither TikTok nor its Chinese owner ByteDance immediately commented on the development, TechCrunch reported that the feature is being tested with a limited group of users in select markets, with no immediate plans for a broader launch.
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Opportunities for Creators
The increased time limit offers creators more flexibility to explore different types of content. According to TechCrunch, this change allows for experimentation with new or expanded content formats, which could include more in-depth tutorials, vlogs, and mini-documentaries. This shift could potentially attract a broader audience and increase user engagement by offering more varied content.
TikTok’s decision to test longer videos comes as it faces significant political and competitive challenges, especially in the U.S., one of its key markets. Last month, U.S. President Joe Biden signed a bill into law requiring ByteDance to divest TikTok’s U.S. operations within 270 days or face a ban from app stores. ByteDance and some TikTok creators have taken legal action to challenge this decision, highlighting the ongoing tension between the platform and U.S. regulators.
Established video and social media platforms like YouTube and Instagram have already launched their own short-form video products to compete with TikTok. According to a March report by data firm Sensor Tower, nearly 94% of TikTok users in the U.S. also used YouTube in the previous 90 days, while 80% used Instagram and 68% used Facebook, both owned by Meta Platforms. Abraham Yousef, senior insights analyst at Sensor Tower, noted that Google and Meta are well-positioned to capture advertiser demand for short-form video placements through their respective platforms, YouTube Shorts and Instagram Reels.
TikTok’s Evolution
TikTok has progressively increased the maximum length of its videos. When ByteDance acquired Musical.ly and merged it into TikTok in 2018, the app had a 15-second limit for recording videos and one minute for uploads. This limit was extended to three minutes in 2021 and then to 10 minutes less than a year later. In January of this year, the platform began testing the ability to upload 30-minute videos, according to TechCrunch.
In China, TikTok’s domestic version, Douyin, allows videos up to 15 minutes long. For even longer content, ByteDance operates Xigua Video, which has no time limit, indicating that the company already has experience with various video lengths in different markets.
Testing 60-minute video uploads indicates TikTok’s strategy to expand its content offering and challenge YouTube’s dominance in long-form content. By providing creators with the ability to produce more comprehensive and varied content, TikTok can attract a wider range of viewers and retain users for longer periods. This move could also open up new revenue streams, particularly from advertisers interested in longer video formats.
This shift is particularly remarkable considering the company’s potential ban in the U.S. The Biden administration’s move to force ByteDance to divest TikTok’s U.S. operations underscores the significant regulatory hurdles the company faces. However, TikTok’s push towards longer videos suggests that the company is optimistic about receiving a favorable judgment from the courts. This optimism is not unfounded; in previous legal battles, TikTok has successfully challenged attempts to ban the app, such as during the Trump administration’s efforts to do so in 2020.