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TikTok is trialing 30-minute lengthy video uploads for some customers within the beta model of its app.
Why we care. Longer movies could present extra alternatives to position advertisements in the midst of clips, often called mid-roll advertisements. These mid-roll advertisements usually result in larger completion and engagement charges.
First look. The brand new add choice was first noticed by social media guide, Matt Navarra. He shared a screenshot of the TikTok pop-up notification on his Threads account:
Why now? TikTok’s selection to permit longer video uploads follows Douyin’s transfer, the Chinese language model of TikTok, which prolonged its add restrict to half-hour per clip in 2022 and obtained a optimistic response.
Time line. TikTok has repeatedly elevated the utmost period allowed for every put up over time:
- 15 seconds per clips in 2018.
- 60 seconds per clip in 2019.
- 3 minutes per clip in 2020.
- 5 minutes per clips in 2021.
- 10 minutes per clips in 2022.
- quarter-hour per clip in 2023.
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Deep dive. Learn our report on how non-skippable video advertisements could hurt engagement for extra info.
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In regards to the creator
Nicola Agius is Paid Media Editor of Search Engine Land after becoming a member of in 2023. She covers paid search, paid social, retail media and extra. Previous to this, she was search engine optimization Director at Jungle Creations (2020-2023), overseeing the corporate’s editorial technique for a number of web sites. She has over 15 years of expertise in journalism and has beforehand labored at OK! Journal (2010-2014), Mail On-line (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Solar (2018-2020). She additionally beforehand teamed up with search engine optimization company Blue Array to co-author Amazon bestselling e book Mastering In-Home search engine optimization.
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