How Long Should a Social Media Video Be?

Sometimes a longer video is necessary to fully explore and develop the message and tone, even though shorter videos have become a go-to.

Consider the platform and its features. For example, YouTube has its own version of TikTok called Shorts, which has a 60-second limit. In most cases, the length of your video should be based on the story you want to tell, rather than trying to squeeze everything into 15-60 seconds.

I've seen 90-second videos that are more entertaining and effective than a rushed 15-second video. What matters most is communicating your brand tone and message within the first 3 seconds if you want the viewer to keep watching.

Platforms like YouTube and TikTok use interest signals, such as the percentage of a video watched, to determine which videos should be shown to more people. If a viewer watches your video for a longer period of time, the platform is more likely to show it to others.

When I create videos with clients, we start with a longer video and edit it down into multiple lengths: 10-15 seconds, 30-60 seconds, and 2+ minutes.

Before posting a video to the feed organically (non-paid), test different versions as an ad to determine which resonates best with your audience. Once there is a clear winner based on watch time, shares, comments, and saves, post that version organically to the feed and back it with spend to show it to even more of your audience.