To be clear, users can still upload videos of up to 10 minutes in length. But the ability to record & capture 10-minute long videos within the app has been discontinued.

User reactions. Several TikTok users have posted videos speculating on why the change happened, asking TikTok to bring back the longer format, and venting about TikTok releasing the update seemingly out of nowhere without warning.

Why we care. If TikTok frequently makes unannounced changes to its platform, it could potentially create an impression of inconsistency. Users and advertisers might perceive the platform as less stable or reliable, which could impact their long-term trust and engagement with TikTok.