In the first quarter of 2025, YouTube generated $8.92 billion in advertising revenue – an impressive 10% jump from late 2024. But even with billions poured into video ads, most users still skip them. In fact, some studies say up to 99% of viewers skip ads when they can.
So, with that kind of investment, how exactly can marketers get people to watch and interact with video content? And more importantly, for how long should a video be to have the maximum impact across platforms such as YouTube, Instagram, Facebook, and others?
Let’s find out how the length of videos influences viewer behavior and what is best on each platform.
Video length has a significant impact on how long individuals remain engaged. Shorter videos tend to maintain attention better – especially now that attention spans online are dwindling.
If viewers remain interested, they’re also more likely to recall your message, act, or share the content. But here’s the catch: the “ideal” length of a video isn’t one size fits all. Every platform operates differently and attracts different viewer tendencies.
On platforms like Instagram Reels, TikTok, or YouTube Shorts, videos between 15-30 seconds perform best.
Longer videos on YouTube, like tutorials or product reviews, can be 7-10 minutes – so long as they consistently offer value.
Basing your video length on the platform’s viewer behavior is the secret to making content that is “just right.”
We usually take for granted that longer videos induce less engagement – and that’s mostly true. Folks tend to complete a one-minute video more than a two-minute video.
But the magnitude of the gap also plays a role. Jumping from 1 to 2 minutes (a 100% increase) impacts engagement more than increasing from 10 to 11 minutes (just a 10% increase). So, it’s not simply about cutting down time – it’s about maximizing every second.
A well-designed video ad can do more than generate views – it can drive results. Whether you’re leveraging dynamic storytelling or inserting interactive features, the aim is to deliver content that’s relevant and personal.
Even videos longer than a minute can be successful if they’re engaging and goal-oriented. A few ideas for increasing video ad performance are:
Interestingly, only 10% of Facebook video ads are completed. But when personalized videos are employed, the completion rate rises to 78%. That’s 8 times more engagement!
Personalized videos exceed conventional marketing – they’re like having a conversation. They establish a true connection and promote brand loyalty.
Tip: The optimal length of a video ad is between 15–30 seconds. But if you make it personalized, you can go up to 70–90 seconds and still maintain the interest of the viewer.
On sites such as YouTube, personalized video advertisements can be 75 seconds longer than usual and still outshine their shorter counterparts. In fact, more than 15% of viewers watching these longer clips ultimately view them again – sometimes on another device.
This demonstrates that tailor-made content establishes a higher emotional connection and compels individuals to re-engage or share the clip with others.
Each social platform has its own rules for what kind of video performs best. Here’s a breakdown of what works on the most popular channels:
Feed Posts: 15 to 60 seconds performs best – long enough to share a message, short enough to keep attention.
Stories: Max 15 seconds. Make your point quickly with bold visuals or short clips.
IGTV: You can go up to 10 minutes, but videos between 2 and 5 minutes tend to keep viewers engaged.
Best Length: Under 30 seconds.
Add short, catchy captions and bold visuals. Quick storytelling is the way to stand out here.
Ideal Length: Under 1 minute.
Most users scroll quickly, so grab attention in the first few seconds.
Use visuals that stand out even without sound—since autoplay videos often start muted.YouTube
Ideal Length: 5 to 15 minutes.
This gives enough time to provide value without boring viewers.
Hook viewers in the first 90 seconds with strong visuals, clear audio, and an engaging intro.
If a video runs longer than 15 minutes, make sure it’s packed with relevant, valuable content. Avoid fluff or repetition.
Short Videos (30 seconds): Great for product announcements or promotions.
Longer Content (1–2 minutes): Works well for insights, expert tips, or leadership content.
LinkedIn’s audience values depth and professionalism. Share useful data, industry trends, or real-life examples to earn credibility.
Max Length: 3 minutes
Best Length: 9 to 15 seconds
TikTok still favors short, attention-grabbing clips. Even though longer videos are allowed, quick and clever videos continue to perform best.
No matter the platform, the best video length is one that matches the audience’s expectations. If your content is too long or slow to start, people will skip it. But if it’s short, sharp, and to the point, viewers are more likely to watch, remember, and take action.
Here’s what you should always keep in mind:
At Big Wheel Digital Media, we specialize in top-quality video production services helping brands create powerful video content that works across platforms. From social media ads to product videos, we’ve got the tools and expertise to bring your story to life.
Based in Broken Arrow, Oklahoma, our studio includes green screen sets, podcast spaces, and professional edit suites – ready to turn your ideas into scroll-stopping content.
Need help with your next video campaign?
Call us at (918) 921-4818 or email info@BigWheelDigitalMedia.com to book a free consultation.
