TikTok is now officially expanding into long-form content territory.
As first spotted by internet personality Matt Navarra, the company is currently testing the ability for users to upload 60-minute videos from its original format of 15-second clips.
This move directly challenges YouTube's unchallenged control of the long-form content space.
The feature is being trialed by a limited group of users in select markets, with TikTok stating that there are no immediate plans for a wider rollout. This testing phase aims to gauge user response and fine-tune the platform's capabilities for longer videos.
This photograph taken with a fish-eye lens in Paris on March 1, 2023 shows the social media application logo TikTok. JOEL SAGET/AFP via Getty Images
TikTok Is Expanding into Long-Form Content
TikTok's decision to embrace long-form content is no surprise, as the platform has gradually increased its video length limits over the years. Initially known for its short, snappy videos, TikTok has been evolving to cater to diverse content creators and audience preferences.
According to TechCrunch, TikTok's move towards longer videos is driven by creator demand for more time to explore various content genres, like cooking demos, beauty tutorials, and more.
TikTok hopes to attract creators who traditionally gravitate towards platforms like YouTube by extending the time limit.
The company's recently revised creator fund, now known as the Creator Rewards Program, further incentivizes creators to produce longer videos.
The expanded video length also opens up new possibilities for content distribution, particularly for TV networks. Currently, networks often split episodes into multiple parts when sharing on platforms like TikTok.
In October, Paramount Pictures made the entire Mean Girls movie available for free on TikTok in 23 separate clips.
With the potential for 60-minute uploads becoming the new norm on TikTok, networks could streamline their content distribution strategies and reach audiences more effectively.
To justify these changes, TikTok claims that users spend significant time watching content longer than one minute, with long-form video viewership increasing by almost 40% in 2023.
TikTok's push into long-form content is part of its broader strategy to enhance the platform's viewing experience. In addition to testing longer videos, TikTok has introduced features like horizontal full-screen mode and video-scrubbing thumbnails to improve user engagement with long-form content.
Despite TikTok's efforts to capture more user attention with long-form content, the platform still faces stiff competition from other entertainment giants.
According to a 2023 survey, adults in the United States spend an average of 52 minutes on TikTok, with projections indicating an increase to 58 minutes per day in 2024.
However, Netflix remains the top choice for entertainment, with users spending an average of 62 minutes daily on the streaming platform.
