TikTokers no longer have the option to record longer form videos in-app as the platform has now removed the option to record 10 minute videos, however users can still upload up to 10 minute videos from their camera roll. This could be an indication from the app that generally, longer form videos are not performing well on the app or perhaps, that most long form clips are not made natively.

TikTok’s main selling point is the idea of short form content and if the platform itself is now discouraging users from creating longer from content in-app, this may be signalling that short form content is key for success on Tiktok.

Creators should experiment, but aim to keep their videos as short as possible as that is what users are familiar with and ensures engagement within the first 3 seconds of the video.