After increasing the length of videos to 3 minutes, TikTok is officially pushing the limit to 5 and 10 minutes. The objective is twofold: first, to compete with YouTube of course, but above all, to increase the advertising revenue generated by creators.
TikTok is about to change its identity. Completed short videos exclusively. Indeed, the Chinese social network has just officially increased the maximum duration of videos, going from 3 to 5 and 10 minutes. This novelty comes after the deployment of 3-minute videos last July, which had already caused a stir within the community. As you might expect, this feature has above all pecuniary interests.
“Last year, we introduced longer videos, giving our community more time to create and entertain on TikTok. Today, we’re excited to start rolling out the ability to upload videos up to 10 minutes in length, which we hope will unlock even more possibilities for our creators around the world.” said a company spokesperson.
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10-minute videos could soon land on TikTok
By increasing the viewing time of its videos, TikTok increases at the same time amounts paid by advertisers. But that’s not the only goal the platform has in mind. Since its phenomenal breakthrough with the general public, TikTok has not hidden its desire to ssurpass youtubea course that he has great difficulty in crossing.
“Longer-form content allows TikTok to tackle YouTube more directly”underlines Brendan Gahan, associate at the advertising agency Mekanism. “Given that YouTube is the second largest search engine, even capturing a fraction of their audience could have massive positive ramifications for TikTok. »
However, it is not said that users will be enthusiastic about such a change. According to data obtained by TikTok itself, videos longer than one minute tend to stress them out. On a platform that encourages massive content consumption, these long videos can feel like a waste of time. In 2021, 12% of YouTube videos were less than a minute long.