David Bridges
Recent trends in video consumption are revealing an intriguing transformation that could significantly influence your overall video marketing strategy: audiences are increasingly gravitating towards what are termed “longer short videos.”
When we refer to “longer short” videos, we are not suggesting a return to traditional long-form content exceeding 5 minutes. Instead, current data indicates that viewers are now more inclined to engage with videos lasting around 3 minutes, rather than sticking to the typical 30-second format that has dominated the landscape.
For instance, in January, Instagram expanded its Reels to a maximum of 3 minutes, despite prior findings indicating that videos longer than 90 seconds underperformed. Similarly, YouTube has adapted its Shorts feature to accommodate 3-minute clips, reflecting a broader shift in audience preferences.
Previously, videos of 60-90 seconds were considered the ideal length for capturing viewer attention; however, social media platforms are now promoting slightly longer videos to boost audience engagement and interaction.
Moreover, this trend is also evident on TikTok. A comprehensive research report from Buffer, which analyzed over 1.1 million TikTok clips, illustrates notable shifts in viewing behaviors on the platform.
According to Buffer’s findings:
“Videos on TikTok exceeding one minute garner an impressive 63.8% more watch time compared to those in the 30-60 second range.”
This visual representation clearly shows that longer videos achieve significantly greater reach. However, it’s important to note that Buffer’s research does not specify any particular maximum length beyond one minute.
Similar patterns emerge regarding watch time, where longer videos consistently drive higher levels of viewer engagement.
This trend signals to TikTok’s algorithm that the content is both relevant and engaging, which likely contributes to the success seen in the initial chart.
Essentially, TikTok is experiencing a similar trend as other platforms, where longer short videos are receiving increased attention. While this doesn’t imply a need to produce extensive long-form videos (considering TikTok’s upload limit is 10 minutes), it does provide valuable insights into what encourages viewer engagement and how to refine your video marketing efforts.
You can access the comprehensive details of Buffer’s full study report here.
Maya Kensington
Sophie Langley
