Today in TechTäglich: It all started in 15 seconds. And from now on, Tiktok videos can be up to ten minutes long. This is intended to promote the creativity of users – and the advertising revenue of the Chinese operator.
10-minute videos: Tiktok attack on Youtube
Jelängerjelieber – this is not only a garden plant but also applies to Tiktok. The Chinese video app, which started out with 15-second snippets, has now worked its way past the one-minute and three-minute limits into entirely new dimensions. Tiktok clips can now be up to ten minutes long. A spokesman for operator Bytedance explains: “This gives our creatives more time and flexibility when filming cooking demos, beauty tutorials, educational content, comedy skits, and much more.” 9to5Mac scoffs at the unchecked growth in length: “Tiktok videos can now be nine minutes longer than nature intended.”
Good for new advertising formats
After the maximum length was increased to three minutes last July, Tiktok last tested the ten-minute limit – apparently with success. Nevertheless, the question remains as to whether the charm of the snippet videos is retained even with lengths that almost come close to short films. However, the reason for the innovation, which will be gradually introduced for all users over the next few weeks, is less likely to be the promotion of creativity. In fact, longer clips increase the length of stay on the platform – and longer advertising can also be interspersed in new formats. Both promote the business of operator Bytedance. In this respect, the new long videos can also be understood as an attack on YouTube, where ten-minute films have been a proven and successful format for years.
