TikTok has started rolling out a new update that allows people to create videos up to 10 minutes long, with the company slowly increasing the limit.

Twitter users have been sharing screenshots of a message they received saying the new feature is now live. No formal announcement has been made, but according to Chris Stokel-Walker, author of the book "Tiktok Boom: China's Dynamite App and the Superpower Race for Social Media," a TikTok spokesperson confirmed the feature is rolling out globally.

TikTok initially started with 15-second videos and is now working to increase video length on its platform. The biggest jump came in July 2021, when it introduced three-minute videos, and just a few months later, that limit was increased to five minutes.

Early reactions to the longer length have been mixed. Some Twitter users seem okay with 10-minute videos, while others are dismissive of the whole idea. After all, TikTok was created to host short, scrollable videos, which has proven to be wildly successful.