TikTok is expanding its video length to 10 minutes in hopes to "unleash even more creative possibilities" from content creators. Analysts say this change might introduce a few improvements and drawbacks.

The TikTok maximum video length when it first launched in 2016 was only 15 seconds. Prior to the update, the limit was at three minutes. So a full 10-minute video is definitely a huge change compared to its short-form video format.

This sets up TikTok to compete against long-form video platforms like YouTube and Vimeo. It should be interesting to see whether users can adapt to the update.

TikTok Maximum Video length

Sources from Gizmodo speculate that the 10-minute video length may just be the most substantial change in the history of TikTok. Just July of last year, the company introduced a maximum video length of three minutes, five times the length of the immediately previous limit of 60 seconds. It then tested five-minute videos but held off the format's release to the general public.

TikTok's tests might have yielded fruitful results because it confirmed to TechCrunch the expansion of their video length. Officials said, "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."

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TikTok vs. YouTube: Long Video Format

Some users received this news via official notification on the TikTok app. Social media consultant and analyst Matt Navarra tweeted a photo of the notification together with a comment: "TikTok creeping in on YouTube territory."

The Verge theorizes that the longer video format might affect a few other factors on the TikTok system. Analysts said TikTok will enjoy an increased overall user engagement time on the app and a better response from older users.

On the other hand, the TikTok update might hurt data analysis because the company's developers will have to deal with less data on the users' watching habits.

The longer video format also creates an entirely different category that should be seamlessly incorporated into the system's algorithms. For example, when watching a 10-minute video about cooking, should TikTok categorize it by topic or by length? Or will there be new categories?

The expansion is a bit ironic compared to its competitors. TikTok, which grew popular thanks to its unique short-form videos, is launching longer content videos. In comparison, its competitors are trying to imitate its success by launching short videos.

Instagram notably launched its short-form videos called Reels, YouTube has Shorts, and Snapchat offers a feature called Spotlight.

TikTok's expansion is fairly recent, so it is a bit too early to determine if the change will be successful or not. For now, fans can experience the TikTok changes themselves while waiting for more updates which might come out later this week. 

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