How Long Should a Reel Be to Go Viral?

Short-form content is moving fast. Reels have become such a powerful asset class for marketing. It’s the easiest way to grow a social account from 0 to 100k+ users in a short period of time. But it’s a competitive channel.

One important specificity of a Reel is its length. What’s the optimal length and how to optimize it for your Reels?

The Short Answer: Keep It Brief

If you’re looking for a quick answer: shorter is usually better.

We’ve analyzed thousands of Reels, and the most successful ones tend to be between 7 to 15 seconds long.

However… As with everything, the full story is more nuanced, and there are many, many exceptions to the rule.

Why Shorter Reels Often Perform Better

1. Algorithmic Preference: Instagram and TikTok seem to favor shorter content in their algorithms. Likely because shorter videos have higher completion rates, and repeat rates, which are key metrics for virality. Also, it’s easier to create a quality short Reel with an attention-grabbing hook and a banger closing.
2. Attention Spans: User attention spans are getting shorter and shorter. It’s pushed by TikTok and Reels towards briefer and faster content. On average, every user will watch more than 300 to 500 videos a day. Those 500 videos are what you compete against. A fast & punchy Reel is more likely to be watched in its entirety, increasing engagement rates.
3. Shareability: Shorter Reels are more easily shared and consumed, increasing their chances to go viral.
4. Repeatability: It makes it easier for viewers to watch them multiple times, which is a key algorithmic metric on those platforms.

The Instagram Reel Length Sweet Spot

Instagram allows Reels up to 90 seconds long, but that doesn’t mean you should use all that time. Studies and expert opinions suggest that the sweet spot for viral potential on Instagram Reels is between 7 to 15 seconds. This duration allows for:

• A quick hook to grab attention
• A concise & fast-paced message or entertaining content
• A satisfying conclusion and/or call-to-action

Remember, Instagram’s algorithm favours Reels that are watched multiple times and shared frequently. Shorter ones are more likely to achieve these goals.

And that’s truer at the beginning of your short content marketing journey. Creators like Mr Beast will vary content length, from 10 seconds videos to 2m+ videos. But on average, they’ll be < 1 minute.

Using Shortimize, you can analyze any Instagram or TikTok account and find the optimal length for those accounts and videos, and much more useful insights. Try it out for free!

TikTok is A Different Beast

While Instagram Reels favor shorter content, TikTok offers some more flexibility. TikTok allows videos up to 10 minutes long, but viral content on the platform typically falls into two categories:

1. Short-form: 15 seconds or less
2. Medium-form: 30 seconds to 1 minute

The key difference is that TikTok users are often more used to slightly longer content. They use the platform for all sorts of content, ranging from very short content to longer vlog-like content. However, the principles of grabbing attention quickly and delivering value efficiently are the same.

Exceptions to the Rule

While shorter Reels generally perform better, there are exceptions. Some types of content that might benefit from longer durations include:

• Detailed tutorials or how-to guides
• Storytelling or narrative/vlog content
• In-depth & captivating explanations of complex topics
• Longer comedy sketches or skits

Every second of your Reel needs to add value and maintain viewer interest. Every second, that’s tough. Losing interest for even a second can result in your viewer scrolling past your content.

Tips for Creating Viral-Worthy Reels

1. Hook Viewers Immediately: Use the first 1 to 3 seconds to grab attention.
2. Get to the Point: Don’t waste time with unnecessary introductions. Deliver your main content or message as quickly and clearly as possible.
3. Add Text Overlays: 50% of users are watching without sound.
4. End w/ Call-to-Action: Encourage viewers to like, comment, share, buy or follow for more content.
5. Experiment and Analyze: Try different lengths and styles, then analyze your metrics with Shortimize’s technology to see what resonates best with your audience.

The Impact of Content Quality

While length is important, it’s crucial to remember that content quality > duration. Every time. A 60-second Reel with exceptional, highly engaging content can outperform a mediocre 7-second Reel.

Focus on creating value for your viewers!! Whether through entertainment, education, or inspiration.

Conclusion: Find Your Sweet Spot

While the 7-15 second range is a good starting point, the perfect Reel length can vary depending on your content, audience, and platform. Deliver your message or entertainment as efficiently as possible while maintaining high quality and engagement.

Remember:

• Start with shorter Reels (7-15 seconds) and experiment from there
• Prioritize grabbing attention in the first few seconds
• Ensure every second adds value to your content
• Analyze your performance metrics with Shortimize and adjust accordingly
• Quality content always trumps perfect length

Focus on creating high-quality, engaging content and optimizing your Reel length based on performance data, and you’ll be on your way to increasing your chances of going viral.

Good luck creating, producing and gaining new users and sales!