TikTok adopts longer videos. The company has announced that it will roll out the option to create videos up to 3 minutes long after first testing the change with more creators over the past few months.
Previously, TikTok videos could be up to 60 seconds long, having initially expanded from 15 second clips. This 60-second video format had since been copied by newer competitors to TikTok, like Snapchat Spotlight and YouTube Shorts.
According to TikTok, the company decided to extend its maximum video length based on feedback received from its community of creators. For certain types of content, creators wanted more time and flexibility when filming, such as when shooting cooking demos, beauty tutorials, educational content, and comedy skits, for example.
“With longer videos, creators will have the canvas to create new or expanded types of content on TikTok, with the flexibility of a little more space.”TikTok product manager Drew Kirchhoff explained in the company’s announcement.
This change in video length could make TikTok an even bigger competitor to YouTube, which worried enough about TikTok’s growth to launch its own rival directly into its own app, YouTube Shorts. But TikTok understands that its platform’s advantage isn’t the brevity of the videos, it’s the combination of features it offers – including its extensive library of special effects, AR tools, catalog of music and dialogue created between creators using specialized tools such as stitches. and duets.
Just yesterday, Instagram chief Adam Mosseri said the Facebook-owned app, historically associated with photo sharing, will soon start experimenting with making short, entertaining videos at the heart of the experience. Instagram. He promised Instagram would test new ways to better embrace video, including “full-screen, immersive, entertaining, and mobile video first.”
“Let’s be honest, there is some really serious competition going on right now. TikTok is huge. YouTube is even bigger ”, he noted.
TikTok started testing 3-minute videos late last year. The company says the ability to shoot longer videos will be offered to global users in the coming weeks. Users will be notified when they receive the update.