TikTok has been experimenting with letting creators worldwide post videos up to three minutes long also is now extending the option for all users in the upcoming weeks.

Well, for sure most of you have come across a story on TikTok that extends over multiple videos by now. Sometimes the story or tutorial doesn’t even have that much left for part two, however, the current 30 seconds to one-minute format forces creators to get creative with their content.

More About TikTok’s Longer Videos:

Moreover, with the longer format becoming available for all users in the upcoming weeks, they no longer have to worry about condensing longer stories or chopping them up into multiple videos. Also, users will be notified when the three-minute option has been added to their toolbox.

Regarding TikTok’s longer videos and according to Drew Kirchhoff, Product Manager at TikTok: “…we often hear from creators that they’d love just a little more time to bring their cooking demos, elaborate beauty tutorials, educational lesson plans, and comedic sketches to life with TikTok’s creative tools. 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.”

Talking more about TikTok’s longer videos, while a longer format is definitely helpful for content such as tutorials, it will be interesting to see how users will welcome the change. On the other hand, it will be great to see more and more of your favorite creator’s content, longer videos on the app’s discovery ‘For You’ page might not perform as well as users have come to expect short-form entertainment.

Generally speaking, almost every social platform with short videos has extended the maximum length at one point or another, for instance when Instagram extended its 30 seconds limit to one minute.

The challenge for social platforms is maintaining the uniqueness of content and a competitive edge over others. With other social platforms creating their own versions of TikTok-like videos, TikTok will have to prove that the longer format can keep the users still engaged.