Would you watch a 60 minute video on TikTok?

Evidently, TikTok’s assured that at the least some individuals will, because it’s launched a brand new take a look at of 60-minute uploads with some customers.

As you may see on this instance, posted by social media skilled Matt Navarra, TikTok’s attempting out even longer movies, because it appears to develop 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 isn’t any actual shock, However the important thing actual query, as famous, is whether or not customers will truly watch hour lengthy movies within the app?

In keeping with TikTok, there’s 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?

Actually, I can’t see there being massive demand for longer clips. And contemplating that Meta is now actively dissuading creators from importing Reels which might be greater than 90 seconds lengthy, the broader behavioral traits would counsel that there’s not numerous curiosity in tremendous lengthy movies in-stream.

However on the similar time, TikTok desires to develop 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 submit longer movies in panorama format, so there’s clearly some impetus from the corporate to make this shift, and ideally, change the way in which that individuals eat content material within the app.

On the Chinese language model of the app, referred to as Douyin, it’s additionally been encouraging longer movies, and possibly, primarily based on that have, TikTok is seeking to comply with the identical path.

And probably, 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 may insert each pre and mid-roll provides into the expertise, and proper now, TikTok remains 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 residence base within the app, versus utilizing TikTok as a supplementary channel.

Once more, I’m unsure that the person response can be as constructive, 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 means, it could as effectively attempt every part earlier than that.