TikTok is trialing 30-minute long video uploads for some users in the beta version of its app. Longer videos may provide more opportunities to place ads in the middle of clips, known as mid-roll ads. TikTok’s choice to allow longer video uploads follows Douyin’s move, the Chinese version of TikTok, which extended its upload limit to 30 minutes per clip in 2022 and received a positive response. TikTok has regularly increased the maximum duration allowed for each post over the years:15 seconds per clips in 2018. Read our report on how non-skippable video ads may harm engagement for more information.