TikTok videos lengthen against YouTube, Technology News

On Monday, TikTok began allowing users to upload videos up to 10 minutes in length, increasing the young platform’s challenge to veteran YouTube titan.

TikTok, owned by China’s ByteDance, launched with a one-minute limit on uploaded videos, but raised the cap to three minutes last year.

“Today we are happy to start rolling out the ability to upload videos up to 10 minutes long,” TikTok said in response to an AFP survey.

“We hope this will further stimulate the creativity of our creators around the world.”

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TikTok has more than tripled the length of videos as YouTube and Facebook parent Meta scramble to counter the rival with abbreviated content options and incentives for creators whose posts attract audiences.

“YouTube is still ahead of TikTok in terms of time spent, but it’s not immune to the ‘TikTok effect’,” Insider Intelligence analyst Jasmine Enberg told AFP.

“The time gap between the two platforms is narrow, and longer videos could help TikTok catch up in terms of attention and engagement.”

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Longer videos could also earn TikTok creators more money and boost the platform’s advertising business, the analyst added.

YouTube recently set goals for this year, including making life easier for creators and boosting a popular format that rivals TikTok.

The video-sharing platform invests in short and live videos, as well as tools to help creators earn money and produce new content, according to product manager Neal Mohan.

“YouTube creators are the heart and soul of the platform,” Mohan said in a blog post.

“To give them every possible opportunity, we will continue to invest in our multiple formats.”

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Short-form content like video snippets that are a winning ingredient at TikTok are incredibly popular. YouTube’s take on the concept, called “Shorts,” has garnered more than five trillion all-time views, according to Mohan.

The short videos, usually made using smartphones, can be up to 60 seconds long, with music and comedy as popular themes.

Facebook and Instagram parent company Meta has its own version of the offering called Reels, which chief executive Mark Zuckerberg says is a priority for the tech company and is growing rapidly.