TikTok now allows 10-minute videos to compete with YouTube

Last year, TikTok extended the length of videos from 60 seconds. to 3 minutes.

Highlights
  • TikTok now allows up to 10 minutes of videos on the platform.
  • The app recently received a 3 minutes video boost.
  • TikTok aims to get more creative possibilities from the creators on the platform. 

The famous short clips platform, TikTok, isn’t so short anymore, as the platform extended its video length up to 10 minutes. The social media app received a 3-minute time limit extension in July 2021. Now, with 10-minute videos, Tiktok will compete with YouTube, which favours lengthy video content. TikTok originally debuted as a 15 seconds clip app and later extended to 60 seconds. The platform now receives the biggest video length update yet. However, the app is not accessible in India as it is still banned in the country.

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A spokesperson in a statement to The Verge stated, “We’re always thinking about new ways to bring value to our community and enrich the TikTok experience. 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.”

Users also received an in-app notification surrounding the 10 minutes video buff. The user needs to update the application to the latest version to use the feature.

While TikTok is testing longer and longer content, other platforms are heading in the opposite direction by focusing on shorter videos. Instagram has ‘Reels,’ YouTube has ‘Shots’, and Snapchat has ‘Sportlight,’ which are short clips feature. Instagram just killed its IGTV with a video upload limit of 60 minutes long videos, which was intended to be a counter to Youtube.

Speaking of data, the longer video will also result in lesser user data collection, which TikTok focuses on optimizing its ‘For You’ section. The data collected offer the user’s engagement time and watch behaviour, which is used to balance the app’s algorithm to keep the viewer hooked to the app.

The spokesperson also mentioned, “the longer-form content is, in general, easier to monetize and keeps people on the platform longer. They could do with a dedicated home for longer-form content as [it] doesn’t sit so well in the vertical feed with shorter stuff people are used to whizzing through at speed.”