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TikTok extends maximum video length to 10 minutes

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O ICT Tac Is it still a short video platform? It seems less and less after the company announced that it was extending the maximum download time to 10 minutes. TikTok has been testing longer and longer uploads for some time, including introducing three-minute videos in July last year. “We are always thinking of new ways to add value to our community and enrich the TikTok experience,” a company spokesperson said in a statement to The edge.

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In the same statement, TikTok reveals that “Last year we introduced longer videos, giving our community more time to create and have fun on TikTok. Today, we’re excited to start rolling out the ability to upload videos up to 10 minutes in length, which we hope will unlock even more creative possibilities for our creators around the world.

Also according to The Verge, some users received the news with an in-app notification, as shared on Twitter by the social media consultant and analyst. Matt Navarre:

While TikTok’s skyrocketing popularity was founded on an endless stream of short videos designed to grab users’ attention, the company has been promoting longer content for some time.

Longer videos allow TikTok to better compete with Youtube, while capturing an older audience and increasing the app’s overall engagement time. For The Verge, meanwhile, a shift to longer content could hurt the company by limiting the amount of data it can collect about users’ viewing habits, allowing it to customize the algorithms it uses. ‘it uses to attract users in the first place. location.

Ironically, as TikTok expands to deliver longer content to creators and users, rivals – spurred on by TikTok’s success – have done the opposite. O instagram published short videos in the form of coilsO Youtube we have shorts appropriately named and the Snapchat offer what you call projector.

YouTube Shorts | Photo: Disclosure

Speaking to The Verge, Navarra said longer form content is, in general, “easier to monetize and keeps people on the platform longer.” But he says TikTok will now have to figure out exactly how to position and showcase those videos on its platform. “They might have a dedicated house for longer-form content because [ele] doesn’t fit as well into the vertical flow with shorter things that people are used to skimming through quickly,” he says.

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