Brief-form video sharing platform TikTok isnt so quick anymore. On Monday, the corporate advised TechCrunch it is increasing its most video size add to 10 minutes, a big enhance from its earlier restrict of three minutes, Transfer over dance movies and make means for long-winded rants and response movies.
In a press release despatched to Gizmodo, a TikTok spokesperson confirmed the longer video size restrict, saying the corporate hoped it will “unleash much more artistic potentialities,” for TikTok creators.
The transfer marks TikTok’s newest, and presumably most substantial, pivot away from the confines of quick content material. Final July, TikTok elevated its most video size to 3 minutes up from 60 seconds. Not lengthy after that, the corporate began testing out 5 minute movies amongst a few of its customers however held off from rolling out the function extra broadly. For some context, TikTok’s most video size was capped at simply 15 seconds when the app first launched in 2016.
TikTok’s enterprise into longer and longer content material comes as different social media corporations are doing the alternative. Youtube, Instagram, and Snapchat have all launched their very own varieties of TikTok clones in recent times, all with the aim of attempting to faucet into TikTok’s rising dominance, significantly amongst youthful customers.
Meta CEO Mark Zuckerberg expounded on the success of Reels, Instagram’s short-form TikTok-esque functionthroughout Meta’s fourth-quarter earnings name, saying it was the only biggest driver to Instagram development. Zuckerberg referred to Reels because the “fastest-growing content material format by far.” Oh, and Zuckerberg’s comparisons to TikTok weren’t delicate: the CEO talked about the corporate by identify 5 occasions throughout that fourth-quarter earnings name.
For TikTok, the brand new most video add restrict could put it in additional direct competitors with extra entrenched video-sharing websites like YouTube and Vimeo. That might enhance TikTok’s recognition worldwide, which nonetheless trails behind Fb and Instagram in accordance with a current eMarketer forecast.
On the flip facet, the brand new lengthier movies might additionally open TikTok as much as even extra scrutiny round content material moderation which, to this point, has largely been aimed toward websites internet hosting longer-form content material.