On TikTok, users are spending half their time watching content lasting more than a minute

TikTok has gradually increased the maximum length of videos from 15 seconds to 10 minutes. — AFP Relaxnews

These days, TikTok aspires to be more than just a short-form video application. While the original format boosted the social network’s popularity, the Chinese giant is increasingly moving towards longer-form content. And it’s working, since users now reportedly spend half their time on the app watching videos lasting longer than a minute.

TikTok is embracing longer formats and is keen to communicate its new strategy to content creators. At a private event held in New York in early October to motivate creators to make long-form videos, the Chinese giant assured them that users are increasingly showing interest in long-form content: “TikTok told creators that users are now spending half their time on the app watching content that’s longer than a minute,” reports The Information.