TikTok users will be able to upload 10-minute-long videos. TikTok started in 2018 and allowed users to create one-minute videos. That tripled to three minutes in 2021. The longer 10 minutes will let people be more creative. A company spokesperson said: "We're always thinking about new ways to…enrich the TikTok experience." She said TikTok is introducing longer videos to give users more time "to create and be entertained". She said: "We're excited to start rolling out the ability to upload videos that are up to 10 minutes [for] more creative possibilities for our creators around the world."

A social media consultant said the new time limit means TikTok will rival YouTube. However, it could lose users who like shorter videos. They could move to other social media websites, like Instagram's Reels or YouTube's Shorts. He says shorter videos are more popular with younger people, who like looking at many videos quickly. Older people like longer videos. These may increase TikTok's profits as they are easier to monetize. Short videos are one of the reasons for TikTok's huge popularity. It has more than one billion monthly active users.