Expected updates continue to unfold. TikTok remains a popular fashion social network especially among younger audiences, known for its short vertical videos. The platform is testing a shift toward longer formats by allowing clips up to 10 minutes, a change announced earlier this year.
In China, testing has begun on a new full-screen mode that will be accessible to a limited group of users. The experimental feature adds a dedicated full-screen button for square or rectangular clips that lets users edit their videos more freely.
Beyond full-screen viewing, the test includes a toolbar with a pause button, a countdown showing remaining playback time, and an option to adjust playback speed. None of these elements are guaranteed to reach all users, and an official rollout to everyone remains uncertain, with expectations that a broader release could occur over the coming year.
new possibilities
These changes could broaden the range of content that creators can produce, allowing greater flexibility beyond the traditional vertical framing that has shaped many TikTok videos to date.
The landscape has seen competition intensify as YouTube rolled out Shorts, a vertical video format designed to counter TikTok within Google’s ecosystem. Shorts offers monetization through ads, giving creators another revenue stream. TikTok’s momentum in this area is part of a broader shift toward shorter, easily consumable video formats across major platforms.
TikTok is also exploring additional features to expand its app’s appeal. Plans reportedly include experimental services such as e-commerce integrations, games, and a music listening section, among other enhancements. These potential additions aim to keep users engaged longer and to open new pathways for creators and brands alike.
The ongoing competition among major video platforms continues, with Facebook, Twitter, and others facing pressure as audiences migrate toward more video-centric experiences. The market dynamics emphasize rapid iteration and the persistent push to capture time and attention from users, especially in Canada and the United States where trends tend to set global directions. [Citation attribution: tech industry reporting]