TikTok is testing increasing its video upload limit to 15 minutes.

Previously, creators could only share videos that were a maximum of 10 minutes.

The social platform is currently trialling this experiment with select users in select markets on its app.

Why we care. Brands collaborating with influencers may now have the opportunity to work on longer creatives together. Meanwhile, the extended video format offers increased potential for integrating in-video ads.

YouTube comparisons. The 15-minute experiment was first flagged by social media consultant Matt Navarra on Threads:

Responding to his post, several followers suggested the platform’s model is growing increasingly similar to YouTube.

Why now? TikTok has been gradually increasing its video upload limit over the years, starting with 15 seconds, moving up to 60 seconds to three minutes to five minutes. Last year, the platform rolled out 10 minute videos, so it comes as little surprise than it is now increasing this period to 15 minutes.

Looking ahead. In 2022, Douyin, the Chinese version of TikTok, increased its maximum video upload limit to 30 minutes per clip. So many are expecting that TikTok will look at increasing its video upload limit once again after rolling out its 15 minute capacity.

Deep dive. Read TikTok’s top tips on how to create successful content for the platform, including guidance on video length, for more information.