The video duration limit on TikTok has been raised to ten minutes

Is TikTok still a venue for short-form video clips? After the company declared today that it will increase the maximum upload time to 10 minutes, it appears to be less and less so.

 The three-minute video upload limit was introduced by TikTok in July of last year, but this is the biggest increase yet, and it will now be implemented globally.

In a statement to The Verge, a TikTok spokesman said, "We are continuously thinking of new ways to offer value to our community and expand the TikTok experience." To give our users more time to create and be entertained on TikTok, we introduced lengthier videos last year. Uploading movies longer than 10 minutes will soon be available to all of our producers, and we couldn't be happier to begin rolling it out today!

Social media strategist and analyst Matt Navarra tweeted that some users received an in-app notification of the news:

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

Longer films have been a priority for TikTok for some time, even though the app's stratospheric development was built on a constant stream of short movies designed to grab users' attention. Longer videos help TikTok compete with YouTube (which favors long-form content) and attract a more mature audience, while also increasing the amount of time users spend on the app overall. A shift away from shorter material may also harm the company since it will be unable to collect as much information on the viewing habits of its viewers, which is necessary for it to tailor the algorithms it uses to draw in new users. To put it another way, it's a delicate balancing act to get the content length just right.

TikTok's opponents, pushed on by TikTok's success, have taken the opposite approach to TikTok's expansion. With Reels, YouTube's short-form videos, and Snapchat's Spotlight, short-form videos are now available on Instagram, YouTube, and Snapchat. The formula is the same for all of these companies.

It's simpler to monetize and retain visitors on the platform longer with longer-form content, according to Navarra in an interview with The Verge. However, he asserts that TikTok must now figure out exactly how to position and present these videos on its site. It doesn't fit well in the vertical stream with the shorter items people are used to rushing through at speed, he says. "They could do with a separate home for longer-form content."

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