Bite-sized no more: why TikTokers now crave longer videos
TikTok, YouTube, and Instagram are embracing longer videos, shifting away from the 15-60 second norms. Here’s why audiences and creators are all for it.
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TikTok, YouTube, and Instagram are embracing longer videos, shifting away from the 15-60 second norms. Here’s why audiences and creators are all for it.
Video fans on social media have turned their consumption habits on their head, as research shows that the optimum length currently tends to be between two and three minutes.
According to social media engagement site Buffer, videos over one minute get 63.8% more watch time compared to 30-60 second clips.
Content platforms have adapted their video hosting times to reflect this shift. For example, Instagram has extended its Reels section to three minutes, and YouTube has made three-minute videos eligible for its Shorts feed.
More views mean more revenue for the platforms, so catering to longer content offers a broader and more profitable range of possibilities.
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This change could also be due to several factors, notably fatigue from hyper-short, high-energy videos, or even new habit formations driven by TikTok's powerful algorithm.
This is despite the fact that some users report fatigue when watching long form videos, as they scroll for quick fixes and short spikes of dopamine.
The fact that users seem willing to stick around for longer periods of time means that advertisers and content creators can benefit from more storytelling space.
For example, instead of watching a 20-second glimpse of a UFO sighting, users can now dive deeper into witness reactions and even debunk theories.
Engagement through depth
When TikTok launched in 2018, videos were limited to 15 seconds, so users began stringing together multiple 15-second clips to form videos up to a minute.
Then, in 2021, TikTok extended the upload limit to three minutes, and later to ten minutes in 2022. This illustrates the trend toward allowing longer spans of concentration when viewing content.
Longer videos mean wider reach and wider reach means enhanced engagement, proving that depth actually matters for audiences.
This shift means more opportunities for monetization for content creators and advertisers, as sponsored content and product placements appear to work better in longer videos.
A middle ground between short- and long-form videos could well position TikTok as a more direct rival to YouTube than has previously been the case.
Instagram, TikTok, and YouTube seem willing to provide fast, snackable content alongside longer, deeper videos.
We could find that there isn't a single optimum length and that user preference remains subjective, but ultimately, a user's desire for engaging and worthwhile content will continue to drive the evolution of video formats.