TikTok is currently experimenting with 60-minute video uploads on its platform, following an earlier test of 30-minute video uploads in January. This new 60-minute feature is accessible to a select group of users in certain markets. However, the company has no immediate plans to roll this out to all users.
Shift in Strategy
This development signifies a shift from TikTok’s initial approach, which focused on short video uploads. Initially, the app permitted only 15-second videos, but this limit has been increased multiple times. It is clear that TikTok is gradually adopting longer content uploads, a restriction that does not exist on YouTube, a leading media content platform.
TikTok mentions that its creators have been seeking more time to convey their messages effectively. Content such as cooking demonstrations, educational lessons, and comedy often require more than the current time limit to be fully effective. This new feature will also enable the uploading of full-episode TV shows on the platform.
Creator Flexibility
Previously, TikTok encouraged creators to ask viewers to proceed to the next part of a story, but this often resulted in viewers missing the continuation. This led to incomplete content and lost messages. The extended time limit now offers creators the chance to experiment with new or expanded content types with more flexibility. TikTok might be aiming to attract creators who post longer content on YouTube to also share it on TikTok.
New Features
Besides the extended time limit, TikTok has been exploring other features to improve user experience. Reports indicate it has been testing a horizontal full-screen mode and video scrubbing thumbnails. Currently, the app includes a fast-forwarding function, allowing users to skip parts of a video by holding down the right side of the screen. Details on how users were selected for the 60-minute upload feature test are not disclosed, and the duration of this testing phase remains unknown.
