![]() It also made it clear how many TikTok creators were having to find a solution to an artificial limitation that didn’t need to exist. That may have worked to gain some additional followers, but it became frustrating to viewers who didn’t want to scroll through the creators’ other videos just to find the rest of the video content they had originally been interested in. “With longer videos, creators will have the canvas to create new or expanded types of content on TikTok, with the flexibility of a bit more space,” explained TikTok Product Manager Drew Kirchhoff, in the company’s announcement.īefore the expansion to 3 minutes, many creators had worked around TikTok’s limitations by encouraging viewers to “like and follow” them for part 2 (or 3, or 4…) of their video series. For some kinds of content, creators wanted more time and flexibility when filming - like when they were filming cooking demos, beauty tutorials, educational content, and comedic sketches, for example. This 60-second video format had since been copied by newer TikTok competitors, like Snapchat Spotlight and YouTube Shorts.Īccording to TikTok, the company decided to expand its max video length based on feedback it heard from its creator community. Previously, TikTok videos could be up to 60 seconds in length, after initially expanding from 15-second clips. ![]() The company announced this morning it will roll out the option to create videos of up to 3 minutes in length after first testing the change with a larger number of creators over the past several months. ![]()
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