TIKTOK is once again expanding the maximum length of videos on its platform.
The Chinese tech titan told TechCrunch on Monday that it is rolling out the ability to upload clips up to ten minutes long, up from three minutes.
The move marks another shift towards longer-form video as part of the popular app's bid to compete with the likes of YouTube.
"Today, we're excited to start rolling out the ability to upload videos that are up to 10 minutes," a spokesperson said.
They added that the change would "unleash even more creative possibilities for our creators around the world."
The company last raised its maximum video time in July, when it upped the limit from 60 seconds to three minutes.
This latest increase is the largest yet and will roll out globally.
Some users have already received a notification from the TikTok app informing them of the news.
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The change will benefit creators of content that lends itself to longer videos, such as cooking and makeup tutorials.
There will now be less of a need for users to split long-form content over multiple videos.
It will also put TikTok in a better position to challenge YouTube, which launched the TikTok-style video feature "Shorts" last year.
Some concerns have been raised about the timing of the move, however.
TikTok has caught flak over the past week over its handling of videos pedalling misinformation about Russia's invasion of Ukraine.
"We continue to closely monitor the situation, with increased resources to respond to emerging trends and remove violative content, including harmful misinformation and promotion of violence," TikTok said.
"We also partner with independent fact-checking organisations to further aid our efforts to help TikTok remain a safe and authentic place."
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