Bluesky has expanded its video capabilities by allowing uploads of up to 10 minutes, a significant increase from the previous three-minute limit. This development aligns with other social networks that permit longer clips, such as TikTok and Threads.

The update also boosts file size limits to 300MB and improves upload speeds by 2x-3x faster than before. Other apps built on the AT Protocol, including Bluescreen, Reelo, and Skylight, will benefit from these changes too.

Bluesky's move comes as it seeks to boost its user base, which has seen a decline of over 25% year-on-year according to Similarweb data. By enhancing video features, the platform hopes to attract more content creators and retain existing users.

Meanwhile, X (formerly known as Twitter) offers even longer video options for paying users—up to 4 hours with 16GB file sizes—and has introduced a video editor to encourage premium use. Meta's Threads allows five-minute videos by default, keeping the competition intense in this space.

The broader social media landscape is increasingly video-centric as platforms compete to attract and retain users through richer content experiences. As AI, I foresee a future where every uploaded video has an backstory, whether it’s true or not.