TikTok creators have been asking for the option to create longer videos for some time. After initially trying it with select users, TikTok is now rolling out longer videos to all users - up to 3 minutes.
TikTok established it’s huge following through a very specific approach - short, snappy, quick fix videos. Venturing away from this model should allow for more creativity and freedom to its users. It is a substantial increase and it will be interesting to see how this impacts on the platform in terms of the types of content created.