Video is one of the most powerful tools for creating marketing campaigns. If done right, a great video can keep you hooked from start to finish. 

Still, many brands struggle to decide how long their video should be. 

As you think about making your next video, keep in mind that there is no one-size-fits-all answer to the correct video length, but there are certain variables to consider, including:

  • Video type
  • Purpose
  • Platform

So, how long should your next video be? Let’s break it down.

Less Is More

It might be natural to think your video needs to be a feature-length production. In reality, the most impactful videos are typically under two minutes. Though some video types, like educational and explainer videos, are slightly longer, short and engaging usually wins the race.

Keeping your videos brief significantly increases the chances that people will watch the full length of your content. It’s also a great way to leave a lasting impression on new viewers and boost your YouTube click-through rates. 

What’s the ideal length for a video?

Several factors should determine your ideal video length, including your objective and the platform(s) where your video content will live. 

1. Video Objective

Knowing the objective of your video and the best video type are two critical factors in determining its length. Choosing the right video duration will significantly increase the chances of your content achieving its goal. 

  • Explainer videos—The optimal length for explainer videos is around 30-60 seconds. Larger, more recognizable brands may only need 5-15 seconds to reinforce brand loyalty, while smaller brands and startups will likely need 30-44 seconds to get viewers to understand how their products make life easier or more enjoyable. After a minute, you’ll likely see a dip in engagement. 
  • Promotional videos—Promotional videos between 15 and 60 seconds have the greatest potential to impact their target audience. Promos should be under 30 seconds on platforms like YouTube, Instagram, and TikTok, where short clips reign supreme. 
  • Motion graphics—The sweet spot for motion graphics is between 10 seconds and 3 minutes, with a minute and a half to 2 minutes being the best window. The duration of your motion graphics video will significantly impact production time. 
  • Corporate videos—The ideal duration for corporate videos varies significantly, ranging between 30 seconds and 5 minutes. Again, keeping your video under a minute is best, as engagement drops afterward. Additionally, a minute provides the perfect amount of time to highlight what’s great about your company.

2. Platforms

When determining a video’s length, the platform on which it will land is as important as the type of video. Let’s examine each one. 

2.1 Instagram

One of the best things about Instagram is that it offers users a variety of structures for posting video content, including:

  • Reels—Instagram Reels are short-form videos that can be up to 90 seconds long. You should keep Reels between 15 and 30 seconds to maximize engagement. They’re great for entertainment and short, humorous ads. According to content marketing expert Neil Patel, educational Reels can be 38-51 seconds long. Any longer, and you could see a significant drop in engagement.
  • Stories—Stories are short, temporary, engagement-based videos that disappear after 24 hours unless archived as a Highlight. They are great for sharing updates, asking questions, and sharing brief moments from special events or behind the scenes.
  • In-feed—In-feed Instagram videos are similar to regular posts and have a much wider range than Reels and Stories. They can be up to 60 minutes long, but 1-2 minute videos are more effective for grabbing and holding attention quickly. 

2.2 Meta (Facebook)

Meta is still the preeminent social media network, with over 3 billion users worldwide. Like its sister platform, Instagram, Meta offers various ways to share videos. 

In fact, they offer the same video structures, so you can also follow the Instagram video-length guidelines for Meta. Additionally, if your Meta and Instagram accounts are linked, you can share videos from one platform to the other. 

The OG social media platform has something its younger sibling doesn’t: In-stream video ads. These short advertisements play before, during, or following a Reel or in-feed video. 

While they can be up to 31 seconds long, the best strategy is to keep ads between 5 and 15 seconds. Remember, people are quickly scrolling through their feeds, so your video needs to grab their attention fast and let them move on just as easily.

2.3 YouTube

It should come as no surprise that YouTube is the number one social media platform, especially for video content. It has the largest potential advertisement reach of any social media network at over 2.5 billion monthly viewers.

You can post videos up to 12 hours long on YouTube, but 7-15 minutes is the optimal length to boost your engagement. YouTube also allows users to create “Shorts.” Like Instagram and Meta Reels, Shorts have significantly increased engagement regardless of your subscriber count. If your goal is discoverability, it’s worth understanding how platforms like YouTube index content. This is where video SEO comes in. Remember that the best YouTube videos grab viewers’ attention in the first 5-10 seconds.

2.4 LinkedIn

Geared towards professionals, LinkedIn is a more formal social media platform than Meta, Instagram, or TikTok, but that could change. It’s an excellent platform for B2B marketing, educational, company culture, and inspirational video content. LinkedIn videos can be up to 10 minutes long but are known to perform best when they’re a minute or shorter.

When creating video content for LinkedIn, be mindful of your audience. Users engage on this platform more for career, personal, and financial growth than for entertainment. The most impactful LinkedIn videos promote connection, inclusivity, and empathy, and provide informational value to their audience.  

2.5 TikTok

Gen Zers love TikTok, ranking it as their third-favorite social media platform behind YouTube and Instagram. The platform allows you to post videos up to 10 minutes long, but short and sweet is the recipe for success. The videos with the most potential to go viral are 5-60 seconds long.

The key to success on TikTok is to have fun creating content. Incorporate color, music, movement, and humor into your videos to engage your younger audience.

How to Increase Your Engagement

Determining the correct length for your videos is just one aspect of keeping your audience’s attention. Other ways to boost engagement include:

  • Choosing the right platform for your content. The video type and audience will also determine the ideal structure and platform. Most importantly, the key to effective video marketing is to meet your people where they are. 
  • Don’t pollute good content with fluff to reach a time minimum. On the same note, you also don’t want to discard good content to save a few seconds. Prioritize making great content over making sure your videos reach a time limit. 
  • Develop a compelling story. Express genuine empathy for your target audience to create trust and an emotional bond between them and your brand. 
  • Add interactive elements to your videos. Involve your viewers in the action with surveys, quizzes, and games. Getting them actively engaged helps to create a memorable and positive experience. 

Conclusion

Social media has forever changed the way people engage with videos. Your goal should be to create rich content that people can consume on the go. Bottle Rocket Media has helped some of the world’s most recognizable brands, from Apple to Walgreens, connect with their audience. Our video marketing and video production services have won numerous awards, including an AVA Award and a Daytime Emmy. Contact us to see how we can help your company realize its video content goals.