The app is now challenging YouTube: Is TikTok still a platform for short-form video? It appears to be less and less so now that the corporation has declared that the maximum time for uploads will be increased to 10 minutes.
TikTok has been experimenting with lengthier uploads for years, most recently launching three-minute films in July, but this is the most significant increase yet, and it will now be rolled out internationally.
In a statement to The Verge, a business representative stated, “We’re always thinking about new ways to offer value to our community and expand the TikTok experience.”
“We added lengthier films last year, allowing our community more time to create and be amused on TikTok,” says the company. Today, we’re happy to begin rolling out the ability to publish movies up to 10 minutes long, which we think will give our creators throughout the world even more creative freedom.”
According to social media strategist and researcher Matt Navarra, some users received the news as a notice within the app:
Although TikTok’s rapid climb to fame was built on an endless stream of short films designed to capture viewers’ attention, the firm has been promoting lengthier material for some time.
Longer videos help TikTok to compete more effectively with YouTube (which favors long-form content), as well as attract an older audience and enhance total app engagement time.
Continue >>> The app is now challenging YouTube
Changing to lengthier content, on the other hand, might cost the company by restricting the amount of data it can gather on customers’ viewing patterns, which is what allows it to personalize the algorithms it employs to attract viewers in the first place.
To put it another way, getting the content length just right is a delicate balancing act.
Ironically, while TikTok expands to provide artists and fans with lengthier content, its competitors have done the exact opposite, driven on by TikTok’s success. Instagram’s Reels, YouTube’s Shorts, and Snapchat’s Spotlight are all examples of short-form video platforms. All of these businesses are attempting to perfect the recipe.
Longer-form content is “easier to monetize and keeps users on the platform longer,” according to Navarra, who spoke to The Verge. TikTok, on the other hand, will have to figure out how to arrange and show these films on its platform, according to him. “They should need a specific home for longer-form information,” he argues, “since it doesn’t fit well in the vertical stream with shorter items consumers are used to flying through at speed.”
