Tiktok users starting Monday (2/28) can upload longer videos of up to 10 minutes. This makes the video platform owned by ByteDance more competitive with Youtube.
When Tiktok launched for the first time, this video platform from China could only upload content for a maximum of 1 minute. Then last year, it was extended to a maximum of three minutes.
"Today we are happy to start rolling out the ability to upload videos up to 10 minutes long," Tiktok said.
The company hopes this strategy will further stimulate the creativity of content creators around the world.
TikTok's video capabilities were three times longer than ever when Youtube and Facebook parent Meta started competing on short content options.
"Youtube is still ahead of TikTok in terms of time spent, but is not immune to the 'TikTok effect'," Insider Intelligence analyst Jasmine Enberg told AFP.
"The gap in time spent between the two platforms is narrow, and longer. Video can help Tiktok catch up," he said.
According to analysts, longer videos also allow content creators to make more money and increase the platform's advertising business.
Youtube recently set goals for the year that the company claims can make the lives of content creators easier and improve the popular format that rivals Tiktok.
"YouTube creators are the heart and soul of this platform. To give them every possible opportunity, we will continue to invest in our various formats," said YouTube chief product officer Neal Mohan.
Nowadays, short video content such as video footage has become a featured material on Tiktok and is very popular. Competitors then popped up like Youtube when it took the concept, called 'Shorts' and recorded more than five trillion views over time.
Short videos are usually accessible and shot using a smartphone, 60 seconds long, with music and comedy as popular themes.
Facebook and Instagram parent Meta has an offering called Reels, and according to chief executive Mark Zuckerberg is a priority for the tech company and is growing fast.