Yesterday, Monday, TikTok announced to some users with a notification that they can now upload videos up to 10 minutes long. In a statement to The Verge, TikTok confirms the update is taking place globally.


“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.”

Last July, TikTok extended its 1-minute limit to 3 minutes. By extending the time allowed per video on TIkTok, the brand hopes to see even more engagement from its users – which in turn may result in higher ad revenues.

A select number of users were already able to upload five-minute videos to the platform, 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 remains to be seen whether longer videos will work well with TikTok’s ‘For You’ algorithm.

Speaking to The Verge, Social Media Consultant and Industry Analyst Matt Navarra says that longer format video is generally easier to monetize and keeps users engaged for longer. Navarra explains that TikTok needs to figure out how it should 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,”.



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