TikTok is reportedly testing an expansion of its video length limits, with some users
having the option to upload videos up to 30-minutes in length.¹ TikTok has been
gradually increasing its video length limits, with three-minute videos introduced in 2021
and ten-minute uploads later on. In the event that TikTok does decide to raise the
maximum time to 30-minutes, this could have a big impact on marketers and creators
alike, possibly requiring a shift in content strategies on the site.

Exploring TikTok’s Venture into Long-Form Video Uploads

TikTok’s exploration into extending video lengths to 30-minutes could improve in the
direction towards more detailed content. Long-form content is set to unlock new
avenues for creative storytelling, offering creators the opportunity to delve into topics
with greater depth and detail than ever before. Insights from an analysis review 1.¹
million videos in order to reveal key advantages associated with long-form content.²

The introduction of TikTok’s Creativity Program, which offers enhanced monetization for
popular long-form uploads, represents a significant incentive for creators to invest in
longer content. Based on research given, videos between 30–60 minutes have an
average view-through rate of 26%.² User behavior is gradually shifting, with users now
spending half their time on TikTok, watching content longer than a minute, and creators
who post longer videos experiencing a measurable growth in followers.³ This move not
only promises to enrich the platform’s content ecosystem but also opens up new
revenue streams for creators, encouraging the production of high-quality, engaging
content.

Concerns and Skepticism with Long-Form Video Content

Instagram’s decision to remove the IGTV button from its main app serves as a warning
for TikTok as it ventures into the world of long-form video content. Despite Instagram’s
huge user base, IGTV struggled to gain traction, with only around 7 million downloads in
18 months since its launch, compared to TikTok’s staggering 1.15 billion downloads
during a similar timeframe.⁴

This stark contrast illustrates the challenges of convincing users to engage with longer
videos, even on a platform as prominent as Instagram. TikTok should heed this example
and approach its shift to long-form content with careful consideration, understanding
that transitioning from short-form success to longer formats may not guarantee
immediate success.

Sentiment around long-form content is predominantly negative, comprising a
substantial portion of online discussions. Approximately 61% of users express negative
opinions about long-form videos online, whereas only 39% hold positive views.⁵ As
TikTok navigates this transition, it must be mindful of these reservations and work to
eliminate doubts while demonstrating the unique value of its long-form offerings.

Takeaways

TikTok’s potential expansion to allow 30-minute video uploads represents a significant
shift towards more in-depth content. This move not only enriches the platform’s content
but also opens up new revenue streams for creators through the Creativity Program.
Insights from data show that users are gradually spending more time on TikTok,
watching content longer than a minute, indicating a shift in user behavior. Creators who
embrace longer videos are experiencing rapid growth in followers, demonstrating the
potential of this shift.

However, TikTok should be cautious, considering Instagram’s struggles with IGTV, which
faced challenges in convincing users to engage with longer videos. Addressing user
skepticism and showcasing the unique value of its long-form offerings will be crucial for
TikTok’s success in this transition.

This underscores the need for TikTok to not only offer longer content but also ensure
that it delivers captivating and meaningful experiences that justify extended viewing
time. As TikTok navigates this transition, it must be mindful of these reservations and
work diligently to eliminate doubts among its user base.

Written By: Jessica Carrasco, Josue Saldana, Ryan Distaso

Attributes:
1. https://www.tubefilter.com/2024/01/24/tiktok-30-minute-long-form-videos-test-
2. https://wistia.com/learn/marketing/optimal-video-length
3. https://www.socialmediatoday.com/news/tiktok-says-users-spending-half-timeminute-clips/700748/
4. https://techcrunch.com/2020/01/18/igtv-button-gone/
5. https://www.thedrum.com/2023/12/13/tiktok-pivots-long-form-content-are-consumers-ready