But what does this change really mean for the platform?

TikTok’s History of Increasing Maximum Video Length

When TikTok first launched in 2016, it was known for its quick, 15-second videos. These videos were easy to consume and perfect for a quick scroll through the app. It wasn’t long before TikTok increased the maximum video length to 60 seconds.

In July 2021, TikTok increased its maximum video length to three minutes. And in February 2022, it started rolling out an increased video length again. This time, the maximum length is 10 minutes.

Are 10-Minute Videos Too Long for TikTok?

So, are 10-minute videos too long for TikTok? This is the question that you’re probably asking. And the answer is… it depends.

It’s important to note that not all videos need to be 10 minutes long. In fact, most videos probably shouldn’t be 10 minutes long. But there are some videos that could work well at that length.

For example, imagine a tutorial video that is 10 minutes long. This video could explain all the steps needed to complete a task. Or imagine a vlog where the creator spends 10 minutes talking about a topic they’re passionate about. These videos could be great on TikTok.

However, there are also some risks that come with longer videos. First, people’s attention spans are limited. So, a 10-minute video might be too long for some viewers.

Second, longer videos could make it harder for TikTok to maintain its identity. The app is known for its quick, bite-sized videos. If it starts uploading longer videos, people might start associating TikTok with long-form videos instead of short, snappy videos.

Why Did TikTok Make the Change?

In a statement explaining the reason for the change to The Verge, a TikTok spokesperson said the company made the move because it is “always thinking about new ways to bring value to [its] community and enrich the TikTok experience,” and it hopes that increasing the max video length to 10 minutes “would unleash even more creative possibilities for [its] creators around the world.”

The change could also be TikTok’s way of working its way into YouTube’s territory. YouTube is the king of long-form videos, and TikTok likely wants a slice of the cake. Social media consultant, Matt Navarra, thinks so too:

Another possibility is that the company is seeing a rise in demand for long-form video content. Don’t we all? Chances are you’ve also seen creators post subsequent parts of a video in the replies section. Or at least seen users requesting for continuation of a video. TikTok might be trying to eliminate this need for creators to post one video in several parts.

And finally, the change could be a way for TikTok to make more money. Longer videos give TikTok more opportunities to show ads.

What Does This Change Mean for TikTok?

So, what does this change mean for TikTok? It’s hard to say for sure. But it’s likely that the app will start to see more long-form videos.

This could be a good thing or a bad thing. Longer videos could provide viewers with more substantial content. On the other hand, they could make the app less unique.

It remains to be seen how this change will impact TikTok, but it is certainly a significant shift for the platform. Only time will tell if it is successful or not.

User Reactions Will Determine the Update’s Success

TikTok’s change to allow 10-minute videos is a significant shift for the platform. It could be a good thing or a bad thing, depending on how it’s executed. We’ll be keeping an eye on the app to see how this change affects the platform.