TikTok is currently testing the ability for some users to upload videos up to an hour in length. 

It's all about engagement baby, and these are the halcyon days of social media video wars. The competition is heating up between TikTok, YouTube and Instagram for who can convert Reels-style videos into a way that keeps users captivated for the longest amount of time possible. 

This is a big departure from TikTok’s previous maximum of 10 minutes, and it represents a move into the territory traditionally occupied by platforms like YouTube.

If this goes well, expect Instagram to follow with long videos as well. YouTube already takes long videos but as for now YouTube Shorts still focuses on generally short videos. 

How it works: The test is currently limited to a small group of TikTokusers, who will be able to upload videos between 10 and 60 minutes long. It's unclear when or if this feature will be rolled out to all users.

Benefits for creators:

• More creative freedom: Longer videos allow creators to explore new formats and tell more complex stories. This could lead to more in-depth tutorials, documentaries, or even short films.
  
  

• Increased monetization opportunities: Longer videos can accommodate more ads, potentially leading to increased revenue for creators.
  
  

• Expanded audience reach: The ability to create longer content may attract creators who were previously hesitant to use TikTok due to its short video format.

Potential challenges:

• Maintaining engagement: Keeping viewers engaged with longer videos can be a challenge. Creators will need to find ways to hold attention throughout the longer runtime.
  
  

• Competition with YouTube: TikTok will be directly competing with YouTube, which is already well-established in the long-form video space.
  
  

• Content moderation: Moderating longer videos can be more complex and time-consuming, potentially leading to challenges in ensuring content safety.
  
  

This move by TikTok represents a major shift in their strategy, and it will be interesting to see how it impacts the platform and the wider creator landscape. While it presents potential benefits for creators, it also poses challenges that TikTok will need to address to ensure the success of this new feature.