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TikTok is testing a new 60-minute video upload limit, which could unlock new

TikTok is testing a new 60-minute video upload limit, which could unlock new content possibilities for brands, marketers and content creators.

Why we care. TikTok is already a powerful discovery engine, but the ability to upload 60-minute videos opens up TikTok’s potential as a platform to host long-form branded video content – rather than breaking up videos into multiple parts.

Why TikTok is testing this. TikTok wants to give creators more flexibility and the ability to experiment with new types of long-form content (e.g., cooking demos, beauty tutorials, educational lessons, comedic sketches) that don’t fit well into shorter videos.

Not widely available. This new 60-minute video upload option is being tested with a limited number of users in select markets. It is not available to all users yet and TikTok has no “immediate plans” for a wider rollout, TechCrunch reported.

Longer videos, more ads? This development could also lead the way to TikTok offering more advertising, in the form of pre- and mid-roll ads.

Keeps getting longer. In January, TikTok started testing 30-minute video uploads. That followed increases to 15 minutes in 2023 and 10 minutes in 2022.

  • At launch, TikTok videos were limited to 15 seconds. TikTok later increased the maximum video length time to 60 seconds, then tripled that to 3 minutes in July 2021.

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