BrandArena: TikTok Expanding Video Length Limit From 30 Seconds to 3 Minutes

Friday 2 July 2021

TikTok Expanding Video Length Limit From 30 Seconds to 3 Minutes

TikTok is granting content creators the option to share richer stories and entertainment that are up to three-minute in length. 

Originally, TikTok videos had a 15-second limit but later allowed people to extend that by stringing four 15-second segments together. This new change would essentially triple the current limit - which could have a big impact on how people, and most importantly brands, use the app. 

Drew Kirchhoff, the company’s Product Manager, made this announcement in a blog post. “We’re introducing the option for our global community to create longer videos – paving the way for even richer storytelling and entertainment…,” he said. 

Though TikTok has been experimenting with three-minute videos for select users, it says everyone can now upload and edit three-minute videos in the app. “With longer videos, creators will have the canvas to create new or expanded types of content on TikTok, with the flexibility of a bit more space,” Kirchhoff said. 

The new feature is expected to roll out over the next few weeks. Once TikTok makes it available, users will get a notification that longer videos are now part of their creative toolbox. 

Jacob Kastrenakes of The Verge is right in the sense that TikTok didn’t say anything about how the coming update might alter its algorithm. “But it’s worth considering the possible parallels to YouTube: as the platform grew, YouTube biased its algorithm toward viewer retention, which meant longer and longer videos — it’s why just about everything on YouTube is over 10 minutes long now.” 

TikTok may not take the same approach, however if it turns out that longer videos = longer TikTok usage, users might see less of the app’s short, snappy, and strange viral clips. 

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