TikTok is piloting 15-minute video upload limits for select users

TikTok, the popular social media platform known for its short-form videos, is testing a new feature that would allow users to upload videos up to 15 minutes long. Previously, the maximum video length on TikTok was 10 minutes. The company is currently conducting this experiment with select users in select markets on its app.

This change has implications for brands collaborating with influencers on TikTok. With the increased video length, brands and influencers now have the opportunity to work on longer creatives together. This opens up new possibilities for creating more in-depth and engaging content that can better showcase products or services. Additionally, the extended video format offers increased potential for integrating in-video ads, allowing brands to reach a larger audience and potentially increase their advertising revenue.

The move to increase the video upload limit to 15 minutes has drawn comparisons to YouTube, the popular video-sharing platform. Social media consultant Matt Navarra first flagged the 15-minute experiment, and many followers noted the similarities between TikTok and YouTube’s video format. This could potentially position TikTok as a competitor to YouTube and attract users who prefer longer-form content.

TikTok has been gradually increasing its video upload limit over the years. It started with a maximum of 15 seconds, then increased to 60 seconds, followed by three minutes, five minutes, and most recently, 10 minutes. This gradual increase in video length indicates that TikTok is continually evolving and expanding its features to cater to user demands.

In 2022, Douyin, the Chinese version of TikTok, increased its maximum video upload limit to 30 minutes per clip. This suggests that TikTok may follow suit and further increase its video upload limit in the future. As TikTok continues to grow and attract a larger user base, increasing the video length could be a strategic move to offer more diverse content options and attract users who enjoy longer videos.

For brands and creators looking to leverage TikTok’s new video upload limit, it’s important to understand the platform’s best practices for creating successful content. TikTok provides guidance on video length and other tips for creating engaging content on its platform. By following these guidelines, brands and influencers can maximize their reach and engagement on TikTok.

In conclusion, TikTok is testing an increased video upload limit of 15 minutes, which has potential implications for brands and influencers. This extended video format allows for longer and more in-depth content collaborations, as well as increased opportunities for in-video ads. This move also draws comparisons to YouTube and could position TikTok as a competitor in the longer-form content space. As TikTok continues to evolve and expand its features, it may further increase its video upload limit in the future. To make the most of this new feature, brands and creators should follow TikTok’s best practices for creating successful content on the platform.


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