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TikTok’s New Experiment: 60-Minute Videos for Select Creators

TikTok is testing videos up to 60 minutes in length, the company confirmed to TechCrunch last week. This new feature is currently available to a limited group of users in select markets, and TikTok isn’t planning a wider rollout yet.

The social media app, known for its short-form video format, has been gradually increasing the maximum video length over the past few years. While TikTok initially allowed users to upload 15-second videos at launch, the company has since expanded the limit to accommodate longer content.

According to TikTok, the purpose of the increased time limit is to provide creators with more flexibility to experiment with new or expanded types of content, such as cooking demos, beauty tutorials, educational lesson plans, and comedic sketches. The company acknowledges that creators often express a desire for more time to weave multi-part stories together without interruption.

The expanded video length puts TikTok in direct competition with YouTube, as it allows creators to upload content typically reserved for the longer-form video platform. Networks and content creators who previously had to break up episodes or long-form videos into multiple parts can now potentially upload full-length content on TikTok.

While TikTok has not announced any plans for a wider rollout, the company has been exploring ways to enhance the viewing experience for long-form content. These efforts include testing a horizontal full-screen mode, video-scrubbing thumbnails, and the ability to fast-forward videos by holding down the right side of the video.

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David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.

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