TikTok triples video length

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 02, 2021, 4:45 PM UTC

Users on the app will be able to post videos longer than the previous time limit of one minute.

The decision to triple the length of videos users can post on the platform comes after increased competition from other similar apps. Tiktok had started experimenting with a larger format along with select creators earlier this year. It will now roll out the update to all users in the coming weeks.

With video driving most of the growth at online platforms, social media sites like Facebook and YouTube have been trying to jump on the short video format. Instagram - which Facebook owns - has gone all-in on the trend with reels and announced plans for further experimentation with the format.

At one billion users worldwide, TikTok remains one of the most popular video-sharing apps globally. This includes more than a hundred million users in the US alone. Recently, President Biden revoked an executive order to ban Chinese-owned apps, including TikTok, from US markets.

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