TikTok is once again extending the maximum length of videos that can be posted on its platform. The social network is in the process of deploying the possibility of publishing videos of up to ten minutes. By opting for this sufficiently long duration, the platform no doubt hopes to keep its users captive, but may also have found an excellent way to compete with YouTube by attracting a new target of users accustomed to viewing longer content.
The ability to post 10-minute videos on TikTok is being rolled out to all users, both on Android and iOS mobile apps and on the web version of the site. TikTok, whose primary feature was to offer a format of short videos not exceeding one minute, had already increased the maximum length of videos a few months ago from one to three minutes.
If short formats encourage users to “zap” easily from one content to another, the arrival of a new format of ten minutes, a period long enough to allow the platform to “sedentarize” its users on his department.
Content creators who until now could only publish lessons excerpted from their videos on TikTok used to send their subscribers to YouTube or Instagram to discover their video in its entirety. With a maximum length increased to ten minutes, TikTok will arguably allow the majority of creators to post their full videos on its service.