Would you watch a 60 minute video on TikTok?

Evidently, TikTok’s assured that a minimum of some folks will, because it’s launched a brand new check of 60-minute uploads with some customers.

As you possibly can see on this instance, posted by social media skilled Matt Navarra, TikTok’s making an attempt out even longer movies, because it seems to be to increase its leisure remit.

The platform has been steadily growing its video size limits over time, going from 15 seconds per clip at launch, to 60 seconds, then 3 minutes, then 5 minutes, earlier than rising to 10 minutes in 2022.

Final October, TikTok started experimenting with 15 minute uploads, which it elevated once more to 30 minute clips in January this yr.

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As such, the growth to 60 minute clips is not any actual shock, However the important thing actual query, as famous, is whether or not customers will really watch hour lengthy movies within the app?

Based on TikTok, there may be demand from creators for such, because it’ll present them with extra alternative to fill out their uploads with longer narratives.

As reported by TechCrunch:

“TikTok says that whereas creators can weave multipart tales collectively by telling viewers to go to half two or extra of a narrative, it usually hears from creators who need extra time for issues like cooking demos, magnificence tutorials, academic lesson plans, comedic sketches and extra.”

So creators need it, however viewers?

Truthfully, I can’t see there being large demand for longer clips. And contemplating that Meta is now actively dissuading creators from importing Reels which are greater than 90 seconds lengthy, the broader behavioral developments would recommend that there’s not a number of curiosity in tremendous lengthy movies in-stream.

However on the identical time, TikTok needs to increase its platform, and turn into an even bigger facilitator of leisure.

Earlier this yr, TikTok additionally launched a program which supplied incentives for creators to put up longer movies in panorama format, so there’s clearly some impetus from the corporate to make this shift, and ideally, change the best way that individuals devour content material within the app.

On the Chinese language model of the app, known as Douyin, it’s additionally been encouraging longer movies, and perhaps, based mostly on that have, TikTok is trying to observe the identical path.

And doubtlessly, that would additionally allow it to turn into an even bigger challenger for YouTube within the creator race.

Longer movies present extra monetization potential, as you possibly can insert each pre and mid-roll provides into the expertise, and proper now, TikTok continues to be restricted in its monetization pathways.

Perhaps, then, that’s the important thing motivation, in reaching parity with different platforms to allow creators to construct their house base within the app, versus utilizing TikTok as a supplementary channel.

Once more, I’m undecided that the person response will probably be as optimistic, but it surely’s most likely value an experiment. And if TikTok thinks that it’s going to be banned within the U.S. quickly both manner, it might as effectively attempt every little thing earlier than that.