TikTok is believed to have one billion users worldwide including more than 100 million in the United States, and is especially popular with young smartphone users.
The option to post videos longer than the previous time limit of one minute will roll out to all TikTok users in coming weeks, according to Kirchhoff. TikTok, which is owned by China-based ByteDance, remains one of the world's most popular social media apps but faces competitors such as YouTube. Triller, and others.
Video sharing and viewing is driving a lot of growth at online platforms, and Instagram needs to "lean into" it more, according to Mosseri."There is some serious competition now. TikTok is huge; YouTube is even bigger, and there are lots of other upstarts as well."
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