TikTok rolls out support for 10-minute videos, challenges YouTube

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TikTok, the viral platform that became wildly popular because of its once ubiquitous short-video model, is now allowing a select number of creators to upload videos up to 10-minute long.

“We’re always thinking about new ways to bring value to our community and enrich the TikTok experience,” said a TikTok spokesperson in a statement to tech news publication The Verge.

“Last year, we introduced longer videos, giving our community more time to create and be entertained on TikTok. Today, we’re excited to start rolling out the ability to upload videos that are up to 10 minutes, which we hope would unleash even more creative possibilities for our creators around the world.”

By adding support for longer videos, TikTok just responded to Google's YouTube, which recently incorporated short videos (YouTube Shorts) to its platform to capitalize on the trend amongst younger users with short attention spans.

While it will unlikely that TikTok will gain a long-form audience as big as YouTube any time soon, the move will be viewed by many industry commentators as a step in the right direction and further proof that the platform is not simply a passing fad amongst younger cohorts.

According to the often controversial ByteDance-owned business, the feature is currently rolling out, and will be widely available over the weeks ahead. Users who get access to the feature will get a notification from the app.

The move will likely help TikTok in a number of additional ways, such as advertising optimisation of the platform; and (importantly) increased monetisation for creators. There have been mumblings and frustrations amongst its creative community that whilst it is relatively easy to increase audience size, TikTok is far harder to make money from than YouTube. As a platform requiring usage and 'creators', management at the company will have recognised this as an issue.

Its certainly an interesting move by the company.

The team at Platform Executive hope you have enjoyed this article. Automatic translation from English to a growing list of languages via Google AI Cloud Translation. Reporting by Rob Phillips.

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