TikTok is looking to take a bigger piece of YouTube’s pie.
Even in spite of some controversies in the past couple of years, TikTok still remains one of the most popular social media platforms with well over one billion active users. In a similar vein to the popularity of defunct video site Vine, TikTok’s shortform video content has proven exceptionally popular with younger users who enjoy using it as a means of creative video production and framing. However, from a business perspective, TikTok’s biggest competitor is still YouTube, and in order to level the playing field with them, TikTok has made a surprising alteration.
Earlier this week, TikTok announced that they would officially be raising the time limit on user-uploaded videos from three minutes to ten minutes. “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,” a TikTok spokesperson said in a statement. “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.”
— News Wagg (@fmdiscr) March 1, 2022
Interestingly, this is actually a similar trajectory to how YouTube developed, as many years ago, YouTube did not permit videos to be longer than ten minutes. As the two sites compete with one another, with additional pressure from other platforms like Instagram and Snapchat, they begin to approach a sort of format singularity in an effort to reach peak marketability.