TikTok is testing a feature that lets users post 15-minute videos, up from 10 minutes. The trial involves undisclosed geographies and user categories, but it signals a trend toward long-form content on the popular video-sharing platform.
Social media expert Matt Navarra posted on Threads a screenshot of a message indicating the longer video feature on TikTok. The longer video length lets content creators include food recipes, beauty lessons, instructional information, and comedy routines on TikTok. At present, creators lead viewers to a "Part 2" video when their work surpasses 10 minutes. With the increased video upload capability, authors may not need multipart series for longer material.
Aiming to Rival YouTube's Dominance
TikTok's 15-minute video upload feature puts it in direct rivalry with YouTube, pointing to its desire to recruit long-form talent. Similar to YouTube's introduction of shorts, TikTok has progressively welcomed longer material, as per a TechCrunch report.
The potential shift towards longer videos on TikTok may elicit mixed reactions, considering the platform's established identity for short and entertaining content. The recent testing of a horizontal full-screen mode in select regions suggests TikTok's continuous exploration of features traditionally associated with YouTube. TikTok has also added an option whereby a viewer can scroll through the videos by pressing down on the right side, addressing various user preferences on the platform.
Currently, TikTok does not offer specific information regarding the 15-minute video upload option or whether or when it will be available to all users. In February 2022, TikTok increased the video upload time from 60 seconds to ten minutes.
Job Cuts Implemented
In a separate update, TikTok laid off approximately 60 employees, primarily from the sales and advertising division, citing routine reorganization as the impetus behind the move, per NPR. The affected roles encompass locations in Los Angeles, New York, Austin, and international offices. The move is part of the company's cost-cutting measures.
The workforce reductions at ByteDance, the parent company of TikTok, underscore the difficulties the IT industry faces, notwithstanding its 150 million active users. The $225 billion private Chinese firm, which employs more than 150,000 people, is among the most valuable in the world. According to CNBC, TikTok has around 7,000 employees in the US.
Predictions indicate there will be over 10,000 layoffs in 2024, compared to 260,000 last year. As per industry experts, the situation is propelled by workforce surpluses caused by the pandemic, the pursuit of shareholder profitability, and the tech industry's realignment towards artificial intelligence.
Compared to its rivals, TikTok's growth is decreasing. TechTimes reported previously that Sensor Tower, a provider of market intelligence, stated that the quarterly growth rate of monthly active users on TikTok declined from 12% annually in 2022 to 3% in 2023.
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