What is the Best Video Length for Your Reels, TikToks and Shorts

Social media platforms like Instagram Reels, TikTok, and YouTube Shorts have gained significant traction, and one decisive factor for a viral short video is its ideal length.  Creators are increasingly looking for insights into what video lengths will capture their audience’s attention and keep them engaged. While each of these platforms has its unique features, they share a common goal: to engage viewers quickly and effectively. So, what is the optimal video length for these platforms?

In this post, we’ll dig into the science behind video length and how it affects engagement across these three short-video platforms.

Understanding the Power of Short-Form Content

Short-form video has surged in popularity in recent years, primarily due to platforms like TikTok and Instagram Reels. This content format offers viewers bite-sized, easily digestible entertainment. However, creators often face the challenge of balancing video length with the need for engaging content.

Why does short-form video work? It’s all about attention. Viewers today have a much shorter attention span than in the past, largely driven by the constant stream of content that floods their feeds. As a result, videos that are too long risk losing the audience’s interest before they even get to the core message or entertainment value.

Each platform’s algorithms also play a significant role in determining how long videos should be. Understanding these algorithmic tendencies can help you maximize your video’s potential reach.

TikTok: The 15-60 Second Sweet Spot

TikTok is the pioneer of short-form video, where viral trends and creativity thrive in bite-sized content. The platform allows users to upload videos ranging from 15 seconds to 10 minutes, but the best length for TikTok falls within a more specific range.

Why 15-60 Seconds Works

User Behavior: TikTok is designed for quick scrolling. Users expect to consume a lot of content in a short amount of time. Videos that are too long can feel overwhelming or tedious, leading viewers to swipe away.

Attention Span: According to TikTok, the optimal video length for engagement tends to be between 15 and 30 seconds, as this is when users are most likely to watch videos in full without getting distracted.

Video Completion Rate: TikTok’s algorithm favors videos that are watched in their entirety. A video that’s under a minute long has a higher chance of being watched all the way through, which increases its chances of being shared or appearing in other users’ feeds.

Ideal Video Length: 15-60 Seconds

• 15-30 seconds: Best for quick entertainment, trends, or product showcases.
• 30-60 seconds: Ideal for more detailed content, tutorials, and storytelling.

Instagram Reels: Quality over Quantity

Instagram Reels, like TikTok, is a platform focused on quick, engaging content. However, it offers slightly different dynamics when it comes to video length and engagement.

Instagram allows videos of up to 90 seconds on Reels, but the best length for Instagram Reels tend to be in the range of 15-30 seconds.

Why Shorter Works Better

Engagement and Algorithm: Instagram Reels are all about quick, snappy content that drives engagement. Shorter videos are more likely to retain viewers’ attention from start to finish. Videos that are watched all the way through get more favorable treatment from Instagram’s algorithm, meaning they are more likely to appear on the Explore page or in users’ feeds.

User Experience: Instagram users are often on the platform to scroll quickly through a variety of content, making them less likely to engage with lengthy videos. A video that’s concise, clear, and captivating in under 30 seconds is more likely to grab attention.

Ideal Video Length: 15-30 Seconds

• 15 seconds: Great for quick, impactful moments like announcements, product reveals, or reaction videos.
• 30 seconds: Ideal for tutorials, behind-the-scenes clips, or quick storytelling.

YouTube Shorts: A Flexible Approach

YouTube Shorts, which allows videos of up to 60 seconds, shares some similarities with TikTok and Instagram Reels but offers a more flexible approach when it comes to video length. Because YouTube’s algorithm is more focused on watch time and video completion, creators can experiment with different video lengths to find what is the best length for YouTube Shorts for their audience.

Why 60 Seconds Might Be Ideal

• Watch Time: The key to success with YouTube Shorts is maximizing watch time. While shorter videos often perform well due to their ability to hold attention, slightly longer Shorts can also work well if the content is engaging enough.
• Flexibility: Since YouTube Shorts are housed within the broader YouTube ecosystem, viewers on this platform are often more accustomed to longer-form content. Shorts that push the 60-second limit can provide more depth, making them suitable for educational content, mini-vlogs, or entertaining sketches.

Ideal Video Length: 30-60 Seconds

• 30 seconds: Ideal for brief highlights, teasers, or quick tips.
• 45-60 seconds: Best for content that requires a little more time to be impactful, such as mini-tutorials, extended jokes, or quick stories.

The Impact of Video Length on Engagement Metrics

Across all platforms, video length has a direct impact on various engagement metrics, including likes, shares, comments, and overall reach. However, a video’s length isn’t the only factor that contributes to engagement.

Video Completion Rates

Shorter videos generally have a higher chance of being watched in full, which signals to the algorithm that the content is engaging and relevant to the audience.

Re-watchability

Shorter, highly engaging content tends to encourage re-watches, especially if the video has an emotional or humorous hook.

Interactivity

Adding call-to-action elements, such as asking viewers to comment or share, can increase interaction, regardless of video length. Short-form content that sparks conversation or prompts viewers to act often has a higher engagement rate.

Testing and Experimentation

While these guidelines provide a great starting point, it’s important to remember that the optimal video length can vary depending on your specific audience. It’s crucial to test and measure different video lengths to find the sweet spot for your particular content. Here’s how you can test effectively:

Use Analytics

Platforms like TikTok, Instagram, and YouTube all offer insights into your video performance. Look at metrics like completion rate, average watch time, and engagement to determine which video lengths are working best.

With Shortimize, you can learn about the performance for your TikTok, YouTube Shorts or Instagram Reels to find the optimal video length, according to your niche.

Test Different Lengths

Experiment with videos of various lengths, from 15 seconds to the maximum allowed. Keep track of which ones perform better and adjust your strategy accordingly.

Adapt to Trends

Keep an eye on emerging trends within each platform, as they can sometimes dictate the most effective video lengths. Participating in viral challenges may require shorter or longer videos depending on the trend.

Conclusion: The Sweet Spot for Each Platform

To sum up, the optimal video length for each platform is as follows:

• TikTok: 15-60 seconds, with 15-30 seconds being ideal for engagement.
• Instagram Reels: 15-30 seconds, with 15 seconds being ideal for quick, snappy content.
• YouTube Shorts: 30-60 seconds, with 30-45 seconds being ideal for most creators.

Ultimately, the key to success with short-form video is engagement. A video’s length should be determined by how effectively it captures the audience’s attention and delivers value, whether that’s entertainment, information, or inspiration.