For the past several months, TikTok has been testing a 10-minute maximum upload limit by enabling it for select users. Now, the social network of choice for youngsters has rolled out the ability to upload longer videos to everyone.

Before the official increase of the video length limit, TikTok users were limited to just 3 minutes of video content, which was still more than the initial limit of just 15 seconds, which was later expanded to 60 seconds.

“We’re always thinking about new ways to bring value to our community and enrich the TikTok experience” a spokesperson from TikTok said in a statement. “Today, we’re excited to start rolling out the ability to upload videos that are up to 10 minutes, which we hope would unleash even more creative possibilities for our creators around the world”.

The longer video format is expected to quickly become popular across multiple genres of TikTok videos, including educational content, beauty tutorials, and cooking demonstrations.

While such videos are already thriving on TikTok, their creators often complained about feeling restricted by the 3-minute limit and not being able to create the same in-depth content as creators on YouTube can. With the new limit, the same creators can finally fully unleash their creative potential and give their fans the content they crave.

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But TikTok isn’t the only social network that’s actively exploring how it can better compete with its rivals. Last year, YouTube launched its short-form video sharing platform, called YouTube Shorts, to users around the world, and Instagram did the same with its Reels in 2020.

Both YouTube and Instagram were clearly inspired by TikTok, and it will be interesting to see what else will these social networks copy from one another as they fight for users and their limited time.