TikTok has once again increased its video length. This move follows an extension from 60 seconds to 3 minutes back in July 2021. The longer length gives creators more freedom to do longer form tutorials, cooking content and more. Prior to this update, creators would make series, but this often frustrated their followers as it took more effort finding the rest of the content. This switch, also sets up TikTok as a bigger rival against YouTube who pulled in $28.8 billion in ad revenue in 2021.

However, the longer videos could hurt the platform by limiting the amount of data it can collect on users’ watching habits, which is what allows it to customize the algorithms it uses to attract users in the first place.

While TikTok chases after YouTube’s ad dollars, YouTube is honing in on TV ad dollars. YouTube’s share of the budding CTV market has become formidable. Nielsen data indicates that YouTube eats up 50% of ad-supported streaming watch time on CTV among viewers 18 and older.

Source: https://techcrunch.com/2022/02/28/tiktok-expands-max-video-length-to-10-minutes-up-from-3-minutes/

https://www.theverge.com/2022/2/28/22954525/tiktok-maximum-video-length-10-minutes