Longer durations would allow TikTok to compete with video rivals like YouTube and Facebook.
According to a social media update from Matt Navarra, some users now can upload videos of up to 5 minutes in length on TikTok. While TikTok has expanded the video length in the past as well, the 5-minute timeframe will allow the company to insert more ad slots in its videos.
The Chinese version of TikTok, Douyin, already allows its user base of over 600 million to upload 15-minute long videos, since 2019. TikTok has reportedly allowed some users to even upload videos of 10 minutes in length.
This could be seen as TikTok’s larger effort to boost growth and retain creative talent in the app. In the past TikTok has introduced several new use case options like dedicated Resumes for job seekers.
[2 minute read]