TikTok continues its quest to be the most popular social media platform. As Complex reports, on Monday, February 28th, the app announced that it will be globally expanding its maximum video length to 10 minutes – providing users with seven more minutes of potential content time per video.

Before the three-minute update in July of 2021, users were only able to post one-minute-long videos, limiting their creative freedom and expression within TikTok, therefore strengthening the appeal of long-form options like YouTube and Instagram, among others.