Key Takeaways:
- Longer TikTok videos get more views and watch time.
- Videos over 1 minute perform 43% better in reach and 64% better in watch time.
- Most TikTok videos are short, but longer ones do better.
- 30-60 second videos are a good middle ground for creators.
- Short videos struggle to keep viewers engaged.
- TikTok’s algorithm may favor longer videos to keep users on the app longer.
Longer Videos Shine on TikTok
If you’re on TikTok, you’ve probably noticed that most videos are super short—like 10-30 seconds. But here’s the surprise: longer videos actually do better! A recent study looked at 1.1 million TikTok videos and found that even though the app is known for quick clips, videos over a minute get more views and people watch them longer. This goes against what most people thought about TikTok users having short attention spans.
Why Short Videos Are Popular but Don’t Perform as Well
Most TikTok creators make short videos because that’s what the app is famous for. In fact, 86% of all TikTok videos are under a minute! Here’s how they break down:
- 33.7% of videos are 10-30 seconds.
- 27.3% are 30-60 seconds.
- 22.2% are just 5-10 seconds.
- Only 12.3% of videos are over a minute.
But here’s the catch: even though short videos are popular, they don’t do as well when it comes to getting views or keeping people watching. For example, videos that are 5-10 seconds only get about 3.1 seconds of watch time on average. That’s barely enough time to scroll past them!
Longer Videos Win the Race
When videos are longer, they perform much better. For example:
- Videos over a minute get 43.2% more views than shorter videos.
- They also get 63.8% more watch time.
- If you compare them to the shortest videos (5-10 seconds), they get 264.5% more watch time.
But why does this happen? It seems like TikTok’s algorithm likes videos that keep people on the app longer. If your video is longer and more engaging, the app might show it to more people. Plus, users are willing to watch longer videos if they’re interesting and worth their time.
The Sweet Spot: 30-60 Seconds
If you’re not ready to make super long videos, don’t worry! The study found that 30-60 second videos are a great middle ground. They do better than shorter videos but aren’t as time-consuming to make as longer ones. On average, these videos get:
- 18.9% more views than 10-30 second videos.
- 36.7% more views than 5-10 second videos.
- They also hold viewers’ attention for about 6.9 seconds on average.
This length gives creators enough time to share their ideas without being too long. It’s like the “Goldilocks” of TikTok video lengths—not too short, not too long, but just right.
Short Videos Struggle to Keep Up
Even though short videos are super common, they don’t do well when it comes to engagement. Here’s what the study found:
- 5-10 second videos only get 3.1 seconds of watch time.
- They also get fewer views, with a median reach of just 194.
- Short videos often fail to grab viewers’ attention long enough to make an impact.
This doesn’t mean short videos can’t work. But it does suggest that making videos too short might not be the best strategy for growing your reach or keeping people engaged.
What TikTok’s Algorithm Might Be Telling Us
TikTok’s algorithm is pretty mysterious, but the study gives us some clues. It seems like the app rewards videos that keep users engaged for longer. That’s why longer videos might get more views and better reach. It’s not just about how long your video is, though. The quality of your content matters most. But if you’re already making great videos, going a little longer might help you stand out.
How to Make Videos That Work
The study also highlights some key tips for making successful TikTok videos:
- Start strong: Grab viewers’ attention in the first two seconds with a good hook.
- Add text and captions: Make your videos more engaging with on-screen text and captions.
- Keep it fast-paced: Edit your videos to keep things moving quickly.
- Call to action: Encourage viewers to like, comment, or follow you.
- Post consistently: Regular posting helps grow your audience.
Remember, while longer videos might perform better, the most important thing is to make content that people want to watch. Whether your video is 5 seconds or 5 minutes, it needs to be interesting and worth viewers’ time.
Final Thoughts
The next time you’re making a TikTok video, think about how long it is. Could going a little longer help you get more views and keep people watching? Don’t be afraid to try something new and see how it works for you. After all, TikTok is all about experimenting and having fun!
What do you think about longer TikTok videos? Will you give them a try? Let us know in the comments!
