On Monday, some TikTok users were notified that they would be able to upload videos up to 10 minutes long. TikTok confirms the update is happening globally in a statement to The Verge.
“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.”
TikTok first increased its 1-minute limit to 3 minutes in July of last year. By extending the time allowed per video on TIkTok, the brand hopes to increase user engagement, which may result in higher ad revenues.
Only a few users were able to upload five-minute videos to the platform previously, but with TikTok’s latest update, everyone will be able to post longer videos. While this change may attract more users and increase overall engagement, it’s unclear whether longer videos will work well with TikTok’s ‘For You’ algorithm.
According to Matt Navarra, a social media consultant and industry analyst, longer format video is generally easier to monetize and keeps users engaged for longer. TikTok, according to Navarra, needs to figure out how to fit longer videos onto its platform. “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,”.