TikTok seems to believe that some users will, as the platform has launched a test allowing a select group of users to upload 60-minute videos. This development, highlighted by social media expert Matt Navarra, marks another step in TikTok's ongoing expansion of its video length limits.
The Evolution of TikTok's Video Lengths
Since its inception, TikTok has steadily increased its video duration limits. Initially, videos were capped at 15 seconds. This limit was gradually extended to 60 seconds, then 3 minutes, 5 minutes, and eventually 10 minutes by 2022. In October, TikTok began experimenting with 15-minute uploads, which were then extended to 30 minutes in January of this year.
Creator Demand vs. Viewer Preferences
Given this progression, the move to 60-minute videos isn’t entirely unexpected. However, the critical question remains: will users actually watch hour-long videos on the app?
TikTok asserts that there is a demand for longer videos from creators. Longer video durations allow for more comprehensive content, such as cooking demonstrations, beauty tutorials, educational lessons, and comedic sketches. According to TikTok, creators often express the desire for more time to flesh out their narratives, rather than splitting their content into multiple parts.
The Challenge of Long-Form Content
While creators may be enthusiastic about the potential for longer videos, it’s uncertain whether viewers will feel the same. Personally, I doubt there will be a significant demand for hour-long videos. Moreover, Meta is currently discouraging creators from posting Reels longer than 90 seconds, suggesting a broader trend of viewer preference for shorter content.
TikTok's Strategic Shift
Despite these reservations, TikTok is keen to expand its platform and enhance its role as a major entertainment hub. Earlier this year, TikTok introduced a program incentivizing creators to produce longer videos in landscape format, indicating the company’s commitment to this shift. This approach mirrors strategies seen on Douyin, TikTok’s Chinese counterpart, which also encourages longer videos.
Competing with YouTube
By facilitating longer video content, TikTok aims to become a more formidable competitor to YouTube. Longer videos offer greater monetization opportunities through pre-roll and mid-roll ads, addressing TikTok’s current limitations in monetization pathways.
Ultimately, TikTok's push for longer videos could be driven by the goal of achieving parity with other platforms, encouraging creators to establish their primary presence on TikTok rather than using it as a supplementary channel.
