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It seems like TikTok not only wants to increase the cap for video duration even more, but it also wants creators to post horizontal content. TikTok seemingly wants to compete with YouTube with these horizontal videos.
TikTok seemingly wants creators to upload horizontal videos in order to compete with YouTube
What’s going on here? Well, The Verge shared the information, and even though it still didn’t hear back from TikTok on the matter, things seem rather obvious at this point.
TikTok is well-known for short-form, vertical videos. The company has been constantly increasing the duration cap that people can upload, and that cap will increase even more soon. More on that later on.
The company is incentivizing creators to upload horizontal content
Let’s talk about what’s new here. TikTok seems to be incentivizing creators to start posting horizontal videos that are over a minute long. Creators such as @candicedchap and @kenlyealtumbiz have received such a prompt.
In that prompt, TikTok says that it will “boost” such videos within 72 hours of posting. Creators who are on TikTok for over 3 months are eligible for such a viewership boost. That doesn’t apply to ads or videos from political parties, though, of course.
You could soon be able to upload TikToks that are up to 30 minutes long
Now, let’s get back to the video duration. TikTok expanded the video duration cap to 10 minutes in early 2022, then to 15 minutes a couple of months ago. It is now planning to push that even further by offering users a chance to upload videos that are up to 30 minutes long.
That detail alone pushes the platform into the YouTube territory, kind of. Most videos on YouTube are over 10 minutes long, and many of them are far longer than that. If you add horizontal content to the table too… well, it’s obvious what TikTok is doing here
Things are changing, but the vast majority of people still see TikTok as a short-form video platform only
It’s a bit odd, as TikTok started off as a true short-form video platform. It offered bite-sized videos for quick consumption, and it has been on the path to completely change that for a while now. Truth be said short videos are still the main appeal for many, and they’re still available, but things seem to be changing.
As already mentioned, TikTok has not released an official statement regarding this just yet, so we’ll see what the company has to say.
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