TikTok embraces longer videos, giving creators more time to earn money

TikTok is moving beyond the short-form video format that made the social media app famous, giving the online stars it helped create and others more airtime amid increased competition for the eyes.

TikTok said Thursday that it would widely implement the ability to edit and upload videos that can be up to three minutes long for the next several weeks after testing the features with some users. When the app owned by Beijing-based ByteDance Ltd. made its debut, its videos were largely 15 seconds or less long. The limit was then extended to videos that are up to 60 seconds long.

“With longer videos, creators will have the canvas to create new or expanded content types on TikTok, with the flexibility of a little more space,” TikTok product manager Drew Kirchhoff said in a blog post.

The app, which currently has around 100 million monthly active users in the US, is facing increasing competition. Facebook Inc., via Instagram, last year launched a short video feature in the US called Reels. Snap Inc., the app that became known for its focus on communication between friends and in professionally curated publications, introduced a video feature last year called Spotlight. Facebook and Snap have offered payments to attract viral content creators to their respective apps. And Alphabet Inc.’s Google has been pushing YouTube content on its platform.

Enabling longer videos will potentially allow TikTok users to make more money on the platform and help the company compete with other providers of longer-form content such as YouTube and Facebook, said Devain Doolaramani, CEO of Fuel Injector, a firm. which it says it manages over a dozen TikTokkers.

Source: WSJ

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