To remain ahead of competitors, TikTok began allowing users to submit movies up to three minutes long on Thursday, triple the previous limit.
TikTok is popular among youthful smartphone users, with an estimated one billion users globally, including more than 100 million in the United States.
“With lengthier videos, artists will have the canvas to develop new or extended forms of content on TikTok,” product manager Drew Kirchhoff said in a blog post.
According to Kirchhoff, the ability to submit movies longer than one minute will be available to all TikTok users in the coming weeks.
“Some of you may have already seen a lengthier TikTok video – we’ve been allowing producers all across the world to experiment with the extended format,” Kirchhoff explained.
TikTok, which is owned by China’s ByteDance, is one of the most popular social media applications in the world, although it competes with YouTube. Others include Triller and others.
Instagram, which is owned by Facebook, will be experimenting with video capabilities in order to capitalize on the popular trend, according to CEO Adam Mosseri.