![]() ![]() ![]() ![]() “Last year, we introduced longer videos, giving our community more time to create and be entertained on TikTok. “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. It’s not clear how many TikTokers will take advantage of the longer-form videos but the change clearly shows that the company is eager to facilitate ways to keep viewers in the app for longer periods of time.Īnd TikTok is now equipped to further encroach on YouTube’s main turf, after the latter’s YouTube Shorts format has gained traction with creators and viewers since it debuted in September 2020.Ĭlick here to subscribe to Variety‘s free Strictly Business newsletter covering media earnings, financial and investment news and more. One of the reasons TikTok has become massively popular - with more than 1 billion monthly active users - is that it provides an auto-generated feed of entertaining, bite-size short videos of under a minute, algorithmically tailored to users’ interests. TikTok’s expansion to allow up to 10-minute videos comes less than a year after it raised the maximum length of videos to three minutes in July 2021 (up from 60 seconds before). TikTok, owned by Chinese internet conglomerate ByteDance, is moving to let creators make longer-form videos as rivals like YouTube, Facebook and Instagram have aggressively built out their own TikTok-like short-form video features. TikTok is again cranking up the maximum length of videos users can upload to the platform - more than tripling it, to 10 minutes. ![]()
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