TikTok’s next move: One-hour videos

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TikTok is set to once again extend the length of videos that can be published on its platform, conducting a trial for 60-minute videos, the company confirmed to TechCrunch. At this stage, the feature is available only to specific users, with no immediate plans for a broader rollout.

TikTok, which could face a ban in the US within nine months, has gradually increased the maximum video length: in January, it allowed some creators to upload videos up to 30 minutes long, and currently, users can post videos up to 10 minutes in length. Creators with subscriptions can upload videos up to 20 minutes long.

Although TikTok initially gained popularity with short vertical videos, it has recently been leaning towards longer content, similar to YouTube. Earlier this year, some creators received notifications that TikTok would promote their content if they uploaded horizontal videos instead of vertical ones. Additionally, the platform’s monetization program now requires creators to share videos longer than one minute to be eligible.

TikTok’s immense popularity has led many other companies—from Meta and YouTube to even LinkedIn—to add short video feeds to their platforms. However, while others are trying to replicate the magic of the For You page, TikTok is doubling down on longer content and live broadcasts, formats more familiar to YouTube or Twitch.