TikTok vs YouTube: How TikTok wants to compete with the Video Sharing Service

In the beginning of March 2022, TikTok expanded its maximum video length to up to 10 minutes. Considering that the last expansion in July 2021 enabled users to create videos with a maximum length of three minutes, the seven minute jump seems quite large.

Especially since TikTok’s rise to popularity mainly came from a never-ending stream of short videos, that caught the users attention within seconds.??

Still, the company has been pushing longer video content for quite some time now. But why is that?

Easily explained, longer videos allow TikTok to better compete with YouTube as well as capture an older audience (which often wants to be informed rather than just entertained) and increase the overall engagement time on the app.?

In addition it cannot be overlooked, that longer-form content is generally easier to monetize and keeps the user for a longer period of time on the platform itself.?

That said, TikTok will definitely have to figure out one very important thing:?

How to present those long videos to the user and where to position them on the platform, since it would interfer quiet heavily with the short video feed, that people are currently used to, to just swipe through.

Now we have a question for you:?

What do you think about the extension? Could it be a good thing for TikTok and put them next to YouTube or do more harm than good cause users might want to stick with the short-form content?

source: https://www.theverge.com/2022/2/28/22954525/tiktok-maximum-video-length-10-minutes