A press release that positively received’t shock you: TikTok’s algorithm appears to prioritize movies that preserve customers on the platform for longer.
However right here’s a follow-up that may: Which means movies longer than a minute are inclined to get extra views and watch time than their shorter counterparts.
Once we got down to uncover what TikTok video size carried out one of the best, I definitely didn’t count on it to be longer movies. As a result of while you assume TikTok success, what’s the very first thing that involves thoughts? Quick-paced, snappy, brief and candy movies, proper?
Seems the TikTok algorithm is likely to be flipping the script a bit.
Based on our evaluation of greater than 1 million TikToks (1.1 million, to be exact), shorter movies dominate the platform, however they’re typically not those with the best median views and watch time.
Listed below are some high-level stats to whet your urge for food: About 86% of movies posted on TikTok are below a minute. And but movies longer than 60 seconds are inclined to get no less than 43.2% extra attain and 63.8% extra watch time than shorter movies.
After all, there’s some nuance to think about right here. “Engagement on TikTok varies wildly and depends on the algorithm for virality,” our information scientist Julian Winterheimer says.
“So whereas it is true that longer movies get extra attain on common, many brief movies nonetheless go viral and get a great deal of engagement.”
In different phrases, video size is unlikely to be a make-or-break issue relating to video efficiency. The standard of your content material and the power of your hook are way more necessary.
Nonetheless, when you’re a creator or marketer who has TikToked (sorry, I needed to) ticked all the opposite important bins, it could possibly be price experimenting with video size to offer your content material a bit increase.
Let’s unpack all the info:
Breaking down the unfold of video lengths
Earlier than we dig into the efficiency information, it’s useful to know the distribution of video lengths on the platform.
Right here’s a breakdown:
33.7% of movies have been 10 – 30 seconds long27.3% of movies have been 30 – 60 seconds long22.2% of movies have been 5 – 10 seconds long12.3% of movies have been 60 seconds – 10 minutes2.8% of movies have been below 5 seconds lengthy
It is fascinating to see this distribution, particularly contemplating TikTok’s evolution. Keep in mind when movies have been capped at simply 15 seconds? The platform has steadily elevated limits — first to 60 seconds, then 3 minutes, and now as much as 10 minutes.
Regardless of these modifications, most creators are nonetheless sticking to shorter codecs. I get it: shorter movies are often simply a lot simpler to create — they imply much less scripting, storyboarding, filming, and (my very own private nemesis) video modifying.
However have you ever ever discovered your self whittling away at an extended video in an try to get to the 30-second mark? I’ve entered this bizarre TikTok modifying purgatory many occasions: deleting content material I feel is nice simply to suit into what I assumed to be the Goldilocks zone of ultimate video size.
After this evaluation, I’m kicking myself a bit bit for that. These numbers clarify why:
The longer the video, the upper the attain tends to be
As you’ll see from the graph under, TikTok movies’ attain (the variety of distinctive views) tends to climb with size.
Probably the most vital bounce is while you cross the 60-second mark. Our evaluation discovered that movies longer than one minute are inclined to get:
43.2% extra attain than movies within the 30 – 60 second range70.3% extra attain than movies within the 10 – 30 second vary.95.7% extra attain than movies within the 5 – 10 second vary.
So, what’s occurring right here? A number of components could possibly be at play.
For one, TikTok’s algorithm might reward longer movies by surfacing them to extra customers. This is smart from TikTok’s perspective — they wish to preserve customers on the platform so long as doable, and longer movies assist accomplish that objective.
There’s additionally much less competitors within the 60+ second class (bear in mind, solely 12.3% of movies fall into this vary), giving these movies a greater likelihood to face out in a much less crowded area.
All that mentioned, let’s not low cost the efficiency of movies between 30 and 60 seconds lengthy. Additionally they see a fairly large bounce in attain, in comparison with shorter clips.
Movies between 30 and 60 seconds get:
18.9% extra attain than movies within the 10 – 30-second range36.7% extra attain than movies within the 5 – 10-second vary
So, if the concept of making a one-minute+ video thesis sounds prefer it is likely to be overwhelming, you may get a bit extra bang on your buck by nudging your movies past the 30-second mark.
The longer the video, the upper the watch time
With regards to watch time — typically touted as a very powerful sign within the TikTok algorithm— movies longer than a minute come out tops, too.
TikTok movies which might be longer than one minute get:
63.8% extra watch time than movies within the 30-60 second range175.6% extra watch time than movies within the 10-30 second range264.5% extra watch time than movies within the 5-10 second vary
These numbers recommend that viewers are prepared to remain engaged for much longer than many creators assume — so long as the content material is compelling, in fact.
This challenges the frequent perception that TikTok customers have goldfish-level consideration spans. When given content material price watching, they will make investments the time.
Key takeways
So what does this evaluation imply for you? Let’s dig into the info a bit.
1. Very brief movies are frequent, however engagement is proscribed
⚡️ Quick information: 22.2% of movies are between 5-10 seconds, but their median watch time is just 3.1 seconds, and their median attain is 194.
This means that even ultra-short movies typically fail to carry consideration for his or her full length.
Quick movies in all probability look like the protected wager, however they could imply combating an uphill battle to seize and maintain consideration. With just some seconds to make an impression, there’s nearly no room for error.
All that mentioned, this doesn’t imply each brief video on the platform will fail — removed from it. As Julian touched on above, there are way more components at play right here. Extra on this under.
2. Movies between 30-60 seconds stability attain and engagement
⚡️ Quick information: Greater than a 3rd (33.7%) of movies are between 30 and 60 seconds These movies obtain 6.9 seconds of median watch time and 302 median attain — a big bounce from shorter movies.
The 30-to 60-second candy spot represents one thing of a center floor that many creators discover comfy. You’ve gotten sufficient time to develop a thought or display an idea with out requiring the extra intensive planning, filming, and modifying that longer movies may want.
This size additionally aligns effectively with many viewers’ expectations for TikTok content material — it is lengthy sufficient to ship worth however brief sufficient to eat throughout a fast break. In the event you’re simply beginning out or testing a brand new content material path, this vary could possibly be an excellent entry level.
3. Longer movies have the best watch time and attain
⚡️ Quick information: Solely 12% of movies analyzed have been between one and 10 minutes lengthy, and but median watch time (11.3 seconds) and attain (432.5) are each the best throughout all classes.
In the event you can maintain consideration, longer movies appear to learn from TikTok’s algorithm.
The information makes a compelling case for longer movies, however they do require extra effort. You will want to take care of viewer curiosity throughout an extended timeline, which implies stronger storytelling, extra worth supply, or a format that naturally sustains engagement (like storytimes, tutorials, or multi-step processes).
It is likely to be useful to think about longer movies as an funding. They take extra time to create however doubtlessly supply better returns when it comes to algorithm favor, attain, and viewers constructing.
There’s extra to TikTok success than video size
In case your movies aren’t already hitting the mark, extending them to 10 minutes lengthy might be not going to do a lot to spice up your content material efficiency (anecdotally, I’d argue the other).
As our information scientist Julian factors out, video size is only one think about a posh algorithm, and it is unlikely to be the make-or-break component for many creators.
Earlier than specializing in video size, be sure you’ve nailed the necessities:
A robust hook inside the first 2 seconds
Your opening second determines whether or not viewers keep or scroll, so make investments further time crafting one thing surprising or emotionally compelling. Take into account beginning with a daring assertion, a shocking visible, or a query that triggers curiosity somewhat than a prolonged introduction.
Captions and on-screen textual content for accessibility and website positioning
Not solely do these parts make your content material accessible to deaf and hard-of-hearing viewers, additionally they seize consideration when customers scroll with pontificate. Intelligent textual content placement can emphasize key factors and information viewers by way of your narrative, particularly throughout longer segments the place consideration may naturally wane. Additionally, captions assist TikTok categorize and outline your content material (SEO), which in flip, helps it advocate your movies to the very best target market.
Quick-paced edits to carry consideration
Fast cuts between pictures can create a way of momentum that retains viewers watching, even in longer-form content material.
Do not be afraid to incorporate a CTA on the finish of your movies. However be particular about precisely what motion you need viewers to take, and take into account tying it to a profit or creating a way of group. Phrases like “Drop your expertise within the feedback so I may also help troubleshoot” or “Share this with the buddy who wants to listen to this at this time” carry out higher than generic “like and comply with” requests.
Constant posting to construct viewers belief
The TikTok algorithm rewards common content material creation, however consistency additionally trains your viewers to count on and sit up for your uploads. Bonus: the extra movies you create, the higher you’ll get at creating them. Attempt to keep on with a schedule that works for you, whether or not that’s one video a day, or one every week, to keep away from burnout.
These fundamentals are a should, no matter whether or not your video is 15 seconds or 5 minutes lengthy. The standard of your content material and the way effectively it resonates along with your target market will all the time outweigh technical components like video size, and even one of the best time to put up on TikTok.
That mentioned, as soon as you’ve got obtained these parts down, experimenting with longer movies might offer you an additional edge in TikTok’s algorithm. The information suggests there’s a possibility right here that many creators are lacking.
So, able to hit file (for a bit longer than traditional)? Your TikTok metrics may thanks for it.
