All too aware that longer video holds more potential for monetisation, TikTok just confirmed that users will soon be able to upload videos that are 10 minutes in length.
That’s still considerably shorter than competitors YouTube and co are offering it, but at the same time it’s unlikely to annoy fans of the short-form video.
TikTok confirmed availability of the option to TechCrunch:
“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.”
Last year, the hyped video app increased upload time limits to five minutes per clip, a substantial rise from the original 15 seconds.
TikTok creeping in on YouTube territory
I can now upload videos up to 10 minutes long pic.twitter.com/P2Mbf4ygWV
— Matt Navarra (@MattNavarra) February 28, 2022
The extension to 10 minutes could have a big impact on how consumers consume content on the app. It could drive a whole new flock of creators and fans to using the app.
That said it’s also a risky move because it makes TikTok less of a standout compared to YouTube and co.
It remains to be seen what the effect on user behaviour may be but for brands and advertisers it opens up greater opportunity to reach engaged fans and collaborate with creators.