TikTok for Ten ... Minutes!

What’s Up

TikTok said it will now allow users to upload 10-minute organic videos — up from the former limit of three minutes, which was already an extension from 60-second videos, and was previously increased from the platform’s original 15-second limit (phew, that was a lot). Some users were informed via notification on the app, and others learned of the change as these notified users shared the update across social media channels.

What It Means

The only way to stay relevant is to evolve. TikTok’s embracement of longer-form video content is a move meant to appeal to more types of creators — including older demographics. Morning Consult shows 71% of Gen Zers are on TikTok (no surprise there). But the video sharing app also has a growing audience of older users: Statista finds that, in the United States, 20% of TikTok users are aged 40-49 and 11% are over the age of 50.

Longer videos present potential to keep viewers on the platform longer and offer more opportunities for monetization. Ten minutes give creatives more time to connect with audiences, while brands get more time to sell: Morning Consult found that 49% of TikTok users said they have purchased from a brand after seeing it advertised, promoted, or reviewed on the platform.

Last year, we introduced longer videos, giving our community more time to create and be entertained on TikTok. Today, we’re excited to start rolling out the ability to upload videos that are up to 10 minutes, which we hope would unleash even more creative possibilities for our creators around the world.” company spokesperson, in a statement, given to Verge, 02.28.22

The utility of more in-depth reviews and more space to showcase products and services alongside the fun filters and overall playfulness of TikTok may prove a more attractive way to shop, buy, and entertain users. Video sharing platforms can carve out niches — perhaps informed by video length — while maintaining the vibe of the app to meet the needs of users. As omnichannel enthusiasts continue to consume online content, these video sharing platforms may take over as next-gen virtual malls — the hottest place to hang out, people watch, and spend money.

49% of TikTok users said they have purchased from a brand after seeing it advertised, promoted, or reviewed on the platform” - Morning Consult/AdWeek, 05.03.21

For creators, though, making money from the longer format may be challenging — TikTok allows creators to earn money after 100,000 video views in the past 30 days, while YouTube grants the ability to earn after 4000 watch hours over the last year. Longer videos may impact TikTok creators’ ability to reach that threshold, and brands may be able to leverage influencer collaborations in new ways if more individuals are looking to boost their numbers with these longer videos.

There’s no guarantee longer videos will appeal to more users across the board, but continuing to adjust offerings is the best way forward for brands playing in the video space. TikTok’s reincarnation from short video app for kids into a platform set to more strongly compete with YouTube is a lesson in the power of reinvention and diversification.