These quick, 15 second videos, seemed to appeal to the new age of younger social media users. Whilst platforms like YouTube appealed to the creators of longer-form videos, TikTok allowed people to create short-form content that generated more scrolling and even more online dance crazes, alongside a new wave of social media influencers.

Since launch, the platform first increased the video length to 60 seconds before announcing a full 3 minutes, per video, in the summer of 2021. This latest increase to 10 minutes is seen by many to be a fundamental change in direction for the social media platform.

As part of the announcement, TikTok said “We’re always thinking about new ways to bring value to our community and enrich the TikTok experience. Last year, we introduced longer videos, giving our community more time to create and be entertained on TikTok. Today, we’re excited to start rolling out the ability to upload videos that are up to 10 minutes, which we hope would unleash even more creative possibilities for our creators around the world.”

TikTok is still behind Facebook and Instagram in terms of their total number of users, but TikTok is hoping that this update will help change that.

With more and more users, TikTok is becoming an increasingly popular platform to advertise on. If you want to find out more about advertising on TikTok, or any social media platforms, then get in contact with one of our experts on 0203 368 8556 or info@kaumediagroup.com.