TikTok has experimented with content producers around the world uploading up to three minutes of video, and is now expanding the option to all users in the coming weeks.

I’m sure everyone has come across TikTok, a story that spans several videos. Sometimes a story or tutorial doesn’t even have so much left of the second part, but the current 30 second to minute format forces content producers to get creative. As the longer format becomes available to all users in the coming weeks, they will no longer have to worry about compressing longer stories or splitting multiple videos. Users are notified when a three-minute option is added to their toolkit.

Drew Kirchhoff, Product Manager, TikTok put that:

“… we often hear from content producers that they just want a little more time to bring cooking demos, detailed beauty guides, lesson plans and comic sketches with TikTok’s creative tools. For longer videos, creators have the ability to create new or expanded content in TikTok in a slightly more flexible way.”

While the longer format is certainly useful for content such as tutorials, it will be interesting to see how users respond to change. While it’s great to see more of your favorite creator’s content, longer videos on the app’s Discover For page may not work as well as users have expected short-term entertainment.

Nearly every platform with short videos has extended the maximum length in one place or another, such as when Instagram extended its 30-second limit to a minute. The challenge for platforms is to maintain the uniqueness and competitive advantage of content over others. When other platforms create their own versions of videos like TikTok, TikTok needs to show that a longer format can still keep users involved.

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