TikTok is currently testing a new feature that allows some users to upload 30-minute long videos in the beta version of its app. This new feature can provide added opportunities for ads to be placed within videos, specifically mid-roll ads, which have been shown to lead to higher completion and engagement rates. The new upload option was first identified by social media consultant, Matt Navarra, who shared a screenshot of the TikTok pop-up notification on his Threads account.
The decision to allow for longer videos comes after the Chinese version of TikTok, Douyin, extended its upload limit to 30 minutes per clip in 2022, receiving a positive response. Over the years, TikTok has gradually increased the maximum duration allowed for each post, starting from 15 seconds per clip in 2018 and increasing to 60 seconds per clip in 2019. This was followed by further increases to 3 minutes per clip in 2020, 5 minutes per clip in 2021, 10 minutes per clip in 2022, and most recently, 15 minutes per clip in 2023.
The move to allow for longer uploads opens up new possibilities for content creators, as they will have more flexibility in creating and sharing longer-form content on the platform. This feature could also lead to an increase in user engagement and overall time spent on the app.
In addition, the introduction of longer video uploads could also have implications for advertisers, as it provides an opportunity to reach audiences with longer and more detailed ad content. With mid-roll ads being a viable option in longer videos, advertisers may be able to capture and maintain the attention of viewers more effectively.
The expansion of video upload limits is a clear indication of TikTok’s commitment to evolving its platform and staying competitive in the social media landscape. However, this feature is still in the testing phase and is only available to a select group of users in the beta version of the app.
In conclusion, TikTok is trialing longer video uploads, with the potential for 30-minute long videos, which could have implications for content creators, user engagement, and advertising opportunities on the platform. This move demonstrates the platform’s ongoing evolution and adaptability to meet the changing needs and preferences of its users and advertisers.
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