Why Is TikTok Increasing Video Length?
In a statement to TechCrunch, TikTok shared they hope the newly increased limit will “unleash even more creative possibilities for our creators around the world.”
TikTok has been gradually upping video limits over the last few years. First 15 seconds. Then one minute. Then three minutes. Now ten.
Next stop: Infinity… and beyond?
It’s an interesting move for TikTok, especially given the rise in popularity of short form videos.
However, short form videos are notoriously hard to monetize.
While TikTok does have a Creator Fund and tipping features, it’s doesn’t come close to the payout potential of YouTube advertising.
Which is a problem. In fact, this is exactly what led to the downfall of Vine in 2017.
It doesn’t get said enough how much Twitter fumbled the bag by shutting down Vine lol
— camvid-19 (@cameronwilson) October 19, 2021
TL;DR: When it comes to the creator economy, no monetization = no content.
However, the question remains: does anyone actually want to watch a 10 minute video on TikTok?
There’s a major difference between how users discover and consume content on TikTok and YouTube, and the introduction of a new, 10 minute format won’t change that fact overnight.
