What's the Ideal Video Length For Social Media?
Updated: May 24
We are living in an era where video content has become an integral part of our daily lives. With the rise of social media platforms, video-sharing websites, and streaming services, we are flooded with new video content more than ever before. As a result, it's important for creators and marketers to consider the impact of this content saturation and create videos that are not only high-quality but also engaging and able to stand out in a crowded field.
Why does video duration matter?
Video duration matters because it can have a significant impact on the effectiveness and engagement of the video. If a video is too short, it may not provide enough information or context to engage the viewer fully. On the other hand, if a video is too long, the viewer may lose interest and become bored or distracted, resulting in a decrease in engagement and lower retention rates.
Factors That Affect Ideal Video Length
The platform that you choose to upload your content on is as important as the content itself. Social media platforms that accept video content would include Tiktok, Youtube, Instagram, Facebook, and Twitter.
Each of these platforms differs in its duration time and what their average consumer watches. Youtube being the most popular video platform accepts videos less than fifteen minutes from unverified accounts and longer than 15 minutes from verified creators.
While on Tiktok they accept up to a maximum of ten-minute videos, the average Tiktok in 2021 was eleven to fifteen seconds. Today we see that short-form content is taking over but that doesn't negate the fact that Youtube is still the most popular video platform today.
As more content is pushed out the chances of your content standing out lessen more and more. The content that you see on your explore page has a purpose. Videos that focus on the base of having a purpose will outperform those videos that have random scripts and clips.
While having a camera that can shoot 720p today is a minimum requirement, this is not the deciding factor whether your content gets showcased or not. The purpose can be shown in a TikTok that is eleven seconds or a Youtube video that is 15 minutes. The content quality will affect the video length depending on how long it takes to convey a point from your content to the audience's mind.
Best Practices for Social Media Video Length
Cut out unnecessary details
Trimming the fat of your videos is going to be key to getting to the purpose of your content. This practice is done in the editing process and can help guide the content that you are creating for the viewer. This would include cutting out any "um's", pauses in the clip, awkward moments, etc. Though you can use silence to get your point across, just make sure it is done in an artistic way.
Cutting out unnecessary parts of the clip will help trim down the duration of your video and get to the point of your video.
Keep it short
Here are some quick points to remember when making content and aiming for the ideal video length.
Have a quick hook to capture your audience.
Get to the point (purpose) of your content.
Creatively convey your point.
Video length will differ for every social media and the best practice is to make content that can be spread across every channel of social media.
The ideal video length would be one that is engaging enough to your audience to retain retention, and also allow you to convey your purpose to the viewer.
There is no one size fits all solution to social media. Your content can differ depending on the niche that you are in. It can be extremely overwhelming to make quality content on a constantly changing platform. Trusting in a social media agency may be your best solution if the world of social media may seem daunting.
Let us know your ideal video length for your favorite platform and if you have seen success on one over the other!