TikTok has made a rather sizable update to its signature format: longer videos. The company announced last week that it’s rolling out the option to create videos up to 3 minutes in length. This compares with the 60-second limit it previously imposed, and a 15-second limit was in place before that — marking a clear trend.
We don’t know the exact drivers for allowing longer videos, but it’s likely that usage data and demand signals drove this move. Another theory is that the option for longer videos will open up additional use cases and creative applications. The latter could boost appeal for advertisers that want more time.
That’s where SMBs possibly come into the picture. As we’ve examined, TikTok is increasingly accomodating and encouraging local advertising on the platform. These SMB (or multi-location business) promotions usually lean into TikTok’s signature “raw” vibe with honest slice-of-life depictions of their operations.
More is More
A longer format essentially provides more optionality for SMBs to embrace TikTok. Indeed, lowering restrictions could in turn lower adoption barriers for SMBs otherwise intimidated by the platform. Like writing, video production paradoxically takes more time to output content that’s shorter.
Moreover, a longer format accommodates the best practices that TikTok itself espouses. For example, returning to the point above about “raw” and “honest” content, many SMBs have been successful with behind-the-scenes depictions of business operations. That’s a lot easier to do in 3 minutes versus 1.
“Brands should approach the platform in a way that feels native and is similar to the way any user would,” TikTok’s Rebecca Sawyer told us. “This means that brands should engage the experience as if they were an organic user. Get to know the language and style of the platform, advises Sawyer, and “create with intent.”
The same goes for some of TikTok’s other popular formats for businesses and individual creators/influencers. This list of use cases includes beauty tutorials, how-to videos, and cooking demos. Beyond making these easier to produce, the longer time limit could unlock additional use cases that start trending.
“With longer videos, creators will have the canvas to create new or expanded types of content on TikTok, with the flexibility of a bit more space,” TikTok Product Manager Drew Kirchhoff said in the company’s announcement for the new time-limit.
Following Suit
In addition to the drivers theorized above, the new 3-minute limit could at least partly be a play to compete more directly with the SMB-video world’s reigning champ: YouTube. In that respect, product updates are moving in both directions as YouTube recently launched YouTube Shorts to compete with TikTok.
But both companies know that this will be a battle that’s won on factors beyond video length. In that sense, YouTube will have to catch up to TikTok in terms of feature set. Among other things, that includes functionality to launch stitches and duets, a licensed music catalog, and the real ace up TikTok’s sleeve: AR lenses.
We could likewise see other social video players continue to follow suit. Snapchat Spotlight recently followed TikTok’s format, including its move to a 60-second limit. If history is any indication, competitors could follow its move to the 3-minute limit. We’ll be watching closely for that, and the impact on SMB adoption.
Meanwhile, TikTok has already begun testing the new 3-minute limit, which influenced its decision to make it available broadly as a standard feature. It will roll it out to the rest of the TikTok global users over the coming weeks and users will be notified when they’re eligible for the update.
