TikTok, the popular social media platform, is considering a change that could redefine its user experience. Formerly known for its short video clips, the app is now testing a 15-minute video upload limit, significantly increasing from its existing 10-minute cap.
The evolution of TikTok's video length
The news about this experiment was first brought to light by social media expert Matt Navarra. He posted a notification showing that some users have been informed they can now upload videos that last up to 15 minutes. This considerable change marks another milestone in TikTok's ongoing growth.
Initially, TikTok restricted users to 15-second clips. This limit was later extended to 60 seconds to accommodate a broader range of content—subsequent updates allowed for 3-minute and 5-minute videos. The platform then stretched the limit to 10 minutes in 2022. Although this option was removed from the app's interface earlier this year, users could still select it when uploading a pre-recorded video.
Will users embrace longer videos?
While the platform's move to allow longer uploads seems logical, questions arise about whether users are interested in longer in-stream videos. TikTok aims to boost user engagement by increasing time spent on the app, providing more opportunities for inserting mid-roll advertisements.
It's also worth mentioning that Douyin, TikTok's Chinese counterpart, extended its video upload limit to 30 minutes last year. The implication is that the feature must have been well-received, leading to TikTok's current experiment. If all goes well, TikTok users might even see a 30-minute upload option in the not-so-distant future.
