The platform "TikTok" has started rolling out the ability to upload video clips up to 10 minutes in length. This official launch comes after the platform tested the change over several months. Previously, TikTok videos could last up to 3 minutes after a change in July 2021, while the limit before that was 60 seconds following the initial expansion from 15 seconds.
A TikTok spokesperson stated: "We are always thinking of new ways to add value to our community and enrich the TikTok experience." They added: "Last year we introduced longer videos, which gives our community more time to create and enjoy content. We are now excited to begin rolling out the ability to upload videos up to 10 minutes long. We hope this unlocks more creative potential for content creators around the world."
The extended video length offers content creators more time and flexibility when filming things like cooking shows, beauty tutorials, educational content, comedy sketches, and more. Content creators have previously tried to work around the platform's limitations by encouraging viewers to follow along with parts of video series.
This new announcement makes TikTok a bigger competitor to YouTube, which generated $28.8 billion in ad revenue in 2021. YouTube has faced threats due to TikTok's growth, prompting it to launch YouTube Shorts. However, hosting short videos is not the only feature of the Chinese platform, which is known for its blend of features, including a library of special effects, augmented reality tools, and a music catalog. Other popular features include Stitches and Duets, which allow creators to collaborate with other users' content.
TikTok has tested this change over the past months. YouTube is not the only social app that has recognized TikTok as a threat; Instagram launched Reels in 2020. Since then, Instagram has introduced several Reels features similar to those found on the Chinese platform, such as the Remix feature, which resembles Duets. Reels has also expanded to Facebook. Snapchat has launched its Spotlight feature, as has Pinterest.
While the Chinese platform pursues advertising revenue through YouTube, YouTube focuses on television advertising revenue. The Google-owned video platform recently announced it would host its annual advertiser showcase, Brandcast, during the TV Upfronts week in May, instead of the digital NewFronts.
TikTok states that the option to create longer videos through the app will be rolled out to global users in the coming weeks. Users will be notified when they receive the update and will also need to ensure they are using the latest version of the app before trying the feature.
