Tiktok is cranking up the maximum length of videos uploaded on the platform. They’ve more than tripled it to 10 minutes. 

So, what does this mean? TikTok, owned by Chinese internet conglomerate ByteDance, will allow creators to make longer-form videos as rivals like YouTube, Facebook and Instagram have aggressively built their own TikTok-like short video features like ‘Reels and ‘Shorts’.

This comes less than a year after the content platform raised its maximum length for videos to three minutes.

One of the main reasons Tiktok has become increasingly popular – with over 1 billion active users – is that it provides an auto-generated feed of entertaining, bite-size videos, algorithmically tailored to users’ interest.

Local tiktoker Uzma Kolsawala who has over 11,000 likes says: “It brings a whole new dynamic to the platform.” While it remains unclear how creators will take advantage of the longer length allowed for videos, it does show how the company is eager to facilitate change and endeavouring to keep users on the app for longer. 

“We’re just going to have to wait and see. We’ve seen YouTube and Insta (Instagram) pivot to short form videos, now maybe, Tiktok wants to gauge what it’s like to be on their turf,” Uzma adds.

Do you think TikTok should remain bite-sized? Or would it be better with a longer format available? Let us know.