TikTok trials 60-minute video uploads to challenge YouTube
What's the story
TikTok is currently testing a new feature that allows users to upload videos up to 60 minutes long, the company confirmed to TechCrunch. This feature is presently available only for a select group of users in specific markets, with no immediate plans for a broader rollout. The move represents a significant departure from TikTok's original format, which initially permitted only 15-second videos at launch in 2016.
Strategic shift
TikTok's strategy: Embracing long-form content to compete with YouTube
Over the past few years, TikTok has been gradually increasing its video length limit. This change is seen as part of the company's strategy to compete with YouTube by embracing long-form content. TikTok stated that creators can weave multipart stories together by directing viewers to subsequent parts of a story. However, some creators desire more time for various content such as cooking demos, beauty tutorials, educational lesson plans, comedic sketches, and more.
New opportunities
Extended time limit: A potential game-changer for TikTok
The aim of this increased time limit is to provide creators with more flexibility and the opportunity to experiment with new or expanded types of content. By enabling creators to upload 60-minute videos on TikTok, the company hopes that those who typically post their content on YouTube will also share their videos on its platform. The extended time limit could also pave the way for full episodes of TV shows on TikTok.
Potential impact
TikTok's extended time limit: A boon for TV networks
Last year, Peacock made the first episode of sitcom Killing It available on TikTok in five parts due to the existing time constraints. However, with the potential introduction of 60-minute uploads, networks would no longer need to split an episode into multiple parts. Many networks already use YouTube to attract new viewers by uploading the first episode of a TV show. With this expanded time limit, they could potentially do the same on TikTok.