Video sharing and social media platforms are driven by the attention economy. Which is why you may have noticed that video content on platforms like YouTube and TikTok is getting both longer and shorter at the same time. Today we’ll dive into why this might be happening and how you can gear your content length to keep up with the algorithm.
In the attention economy, the length of the content you are creating is key to maximising viewer retention and driving virality. Social media apps such as TikTok have shifted towards longer-format videos with the recent introduction of a 30-minute limit. This can be attributed to the fact that the longer you’re on their platform, the more advertisements you can be served.
Other than the ability to post longer videos, we see that short-form platforms are also incentivising longer content, despite viewers generally preferring shorter videos. On TikTok for example, creators only get paid for videos that are longer than a minute, but the recommended duration is 21-34 seconds.
With these factors in mind, here’s a rough guide on the best video lengths for some of the most popular platforms at the moment.
- TikTok: 21-34 seconds
- Instagram Reels: 7-15 seconds
- Facebook (Short-form): 15-30 seconds
- Facebook (Long-form): 1-3 minutes
- YouTube: 10-15 minutes
- YouTube Shorts: 15-60 seconds
- LinkedIn: 1-5 minutes
Keep in mind, these video length suggestions are general guidelines. The best video length for your platform ultimately depends on your target audience, content type, and engagement rates. On YouTube, video essay creators might see more success with 30+ minute videos whereas a food blogger would get more engagement from 10-15-minute-long content. Experiment with different lengths to find what works best for you!
If all of this is a bit too much information and you find it difficult to keep up with all these trends, the team at IMS Ad Agency can take the heavy lifting of content creation and social media management off your shoulders. Reach out to us here.