The maximum length of videos that users can upload to TikTok has been increased by more than threefold, to ten minutes.
As rivals like YouTube, Facebook, and Instagram aggressively build out their own TikTok-like short-form video capabilities, TikTok, which is owned by Chinese internet powerhouse ByteDance, is working to let creators generate longer-form videos.
TikTok’s expansion to 10-minute films comes less than a year after it increased the maximum video duration to three minutes in July 2021. (up from 60 seconds before).
One of the reasons TikTok has grown so successful — with over 1 billion monthly active users — is that it gives an algorithmically designed stream of amusing, bite-size short videos of under a minute. It’s unclear how many TikTokers will use the longer-form films, but the shift demonstrates that the firm is anxious to provide options for users to stay in the app for extended periods of time.
“We’re always thinking about new ways to bring value to our community and enrich the TikTok experience,” a TikTok rep said in a statement. “Last year, we introduced longer videos, giving our community more time to create and be entertained on TikTok. Today, we’re excited to start rolling out the ability to upload videos that are up to 10 minutes, which we hope would unleash even more creative possibilities for our creators around the world.”
Matt Navarra, a social marketing expert, noticed TikTok’s new 10-minute limit and tweeted a note from the app about it.
Matt said there was a need to rethink the app layout and provide a dedicated tab for long form content to keep the users who were used to short form content.
“Longer term… TikTok could do with a dedicated home for longer form content in-app, as it doesn’t sit so well in the vertical feed with shorter stuff people are use to whizzing through at speed.” Matt tweeted.
