TikTok on Thursday began letting users post videos up to 3 minutes in length, tripling the prior cap to stay ahead of competitors.
"With longer videos, creators will have the canvas to create new or expanded types of content on TikTok, with the flexibility of a bit more space," product manager Drew Kirchhoff said in a post. "Some of you might have come across a longer video on TikTok already - we've been letting creators around the world experiment with the expanded format," Kirchhoff said.
Facebook-owned Instagram will be experimenting with video features to ride the hot trend, chief Adam Mosseri said in a Twitter post.
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