TikTok, the popular short-form video platform, has been testing the ability for users to upload 30-minute videos. This signals a significant move away from its original short-form video format. Social media consultant, Matt Navarra recently discovered that TikTok is testing the 30-minute video upload function. Navarra also mentioned that some Android beta users also have this feature. This means that the 30-minute video upload feature is not exclusive to iOS and is likely to be rolled out to all users soon.
With this report, TikTok’s intention is obvious. As the absolute king in the field of short videos, Douyin (TikTok’s parent company) is eager to expand. The 30-minute long video will attract more creators who like in-depth content to TikTok and bring richer works. Of course, such changes are not without their concerns. Many TikTok users still prefer concise entertainment content, and 30-minute videos may make them “acclimated”.
TikTok’s Evolution of Video Length
TikTok initially rose to popularity for its short-form video format, with a maximum video length of 15 seconds. Over time, the platform has gradually increased its maximum video length, first to 1 minute, then to 3 minutes, and later to 10 minutes. In October last year, TikTok began testing a 15-minute video upload limit. The new 30-minute limit is likely the upper limit, based on the Chinese version of the app, Douyin, which expanded its upload limit to 30 minutes per clip in 2022.
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Attracting Longer-Form Video Creators
The move to allow 30-minute videos indicates that TikTok wants to attract longer-form video creators. This change could potentially sway networks to share more content on the platform, as they would no longer have to break up episodes into multiple parts. With the new 30-minute limit, networks could post entire episodes of TV shows in one video on TikTok.
Not everyone wants longer videos on TikTok, especially because most people go to the platform for quick, short videos. There is already talk about how TikTok is ruining people’s attention spans, so longer videos may not be a welcome addition for some. However, TikTok has been preparing to make longer videos easier to watch, as the company has been testing a horizontal full-screen mode in some regions.
Conclusion
TikTok’s testing of 30-minute video uploads marks a significant shift in the platform’s focus. This change could potentially attract longer-form video creators and networks. It could also provide additional content types to be shown and shared across the platform. However, it remains to be seen how viewers will react to the introduction of longer videos on TikTok, and when the current test of 30-minute-long uploads will be expanded.
