TikTok has informed users that they can now upload iraq b2b leads videos up to 15 minutes long, a significant expansion compared to the original 15-second video length limit. The change reflects TikTok's continued growth, with the app gradually increasing the length of allowed videos over time — first to 60 seconds, then to 3 minutes, 5 minutes, and in 2022, 10 minutes. It remains to be seen whether the new 15-minute cap will be popular with users accustomed to TikTok's short-form video format.
Our take: TikTok’s shift to long-form video presents a significant opportunity for marketers. Historically, short-form videos have driven TikTok's growth, but now the platform is encouraging videos longer than 1 minute and is experimenting with extending video lengths to 15 minutes. Half of viewing time is already spent on long-form videos. Extended video time allows for more layered storytelling that continually engages viewers. However, the first 30 seconds are still crucial to engaging your audience. TikTok expert Austin Armstrong advises marketers to repurpose existing long-form content on YouTube or adapt it into vertical videos. Eligibility for TikTok's new monetization model also incentivizes creators to create longer videos. The growing length of videos shows TikTok understands that users like more layered, episodic-style stories. Marketers should leverage this insight to develop engaging narratives that span the entire maximum video length. A well-structured 10-15 minute brand story can deeply engage users.
TikTok says users now watch long videos of more than a minute on the app half the time
TikTok held an event in New York in late October for popular creators, encouraging them to make more videos longer than a minute. TikTok executives emphasized that longer videos have greater earning potential and information capacity. They noted that TikTok users now watch videos longer than a minute half of the time, and that over the past six months, creators who post longer content have seen five times the growth in followers than those who post shorter videos. TikTok is clearly focused on shifting creators' content toward longer videos while retaining users accustomed to its signature short-form video style.