With over 23.56 million videos uploaded to TikTok every day, it’s no secret that content is constantly being created and innovated. In an increasingly diverse and competitive content market, keeping viewers engaged with your videos is becoming a difficult task. While short content is more likely to go viral and grab attention, longer videos have more room for storytelling and messaging. So what is the ideal video length for your audience? And how do you balance short, engaging clips with long, in-depth content?
Maximum duration of formats on Tiktok
Tiktok Video: Minimum length is 3 seconds and maximum is 60 minutes
As one of the most popular formats, Tiktok Video is widely used by users to create content on this platform. Currently, Tiktok allows videos to be displayed from 3 seconds to a maximum of 60 minutes . Users can create videos of different lengths, with live videos lasting up to 10 minutes and uploaded videos lasting up to 60 minutes.
When you shoot a video in the app, you’ll see preset options like 15-second, 60-second, and 10-minute videos. For longer videos, like 15-minute and 60-minute videos, you’ll need to upload the video from your device instead of shooting directly in the app. It’s worth noting that longer video options, especially videos up to 60 minutes, aren’t yet available to all users or in all regions. TikTok is rolling out the feature gradually, so availability may vary based on a user’s location and account type.
Tiktok Story: Up to 15 seconds long
Similar to other social networks, the story format is often used to share short moments of the day and is displayed within 24 hours of posting. Tiktok Stories can last up to 15 seconds . When recording Stories directly in the application, users will be limited to that time frame. However, unlike regular posts on TikTok, Stories will not appear on the For You page after 1 day. Instead, followers can view them by tapping on your profile picture or in the message section.
Tiktok Carousel: Can hold from 1 to 35 images
While competitors are trying to copy the short video sharing model, TikTok has shifted to Photo Mode – a carousel-style photo post similar to Instagram. Since then, Tiktok carousel has also become a popular and widely used format on this platform. A Tiktok Carousel can contain from 1 to 35 images. The length of the Carousel depends on the time it takes for users to scroll through all the photos.
Interestingly, Tiktok carousels allow users to add music, effects, and other features to get creative, similar to when creating videos. These Tiktok Carousels will appear both on the For You page and on the user’s profile, no different from regular TikTok videos.
Tiktok Livestream: Can last up to 60 minutes per session
As livestreaming on TikTok gradually becomes an attractive sales channel with huge revenue, the duration of live sessions will certainly become a top concern for creators, especially sellers. Accordingly, live streams on TikTok (TikTok Live) can last up to 60 minutes per session . However, users can restart the live stream if they want to continue after reaching this limit. This time limit is set to ensure smooth quality for both streamers and viewers.
The flexibility of TikTok Live allows creators to engage with their audience in real time – as they answer questions and follow through on requests from viewers. Therefore, live content needs to be engaging enough to keep audiences engaged without being overly dependent on the length of the live session.
Current average length of Tiktok videos
Since videos last from 3 minutes to a maximum of 60 minutes, TikTok users can freely create content of different lengths, depending on the story they want to convey. Currently, the average length of videos on TikTok is considered to vary depending on the number of followers of the account.
| According to Statista, by 2024, accounts with less than 500 followers tend to create videos with an average length of around 35 seconds . Meanwhile, accounts with more than 50k followers tend to create videos that are closer to 55 seconds long . This shows that as the number of followers increases, the length of videos also increases. |
This trend reflects the ability of larger accounts to create longer content while maintaining high viewer retention. This is because these creators already have a loyal following, so increasing the length of their videos still keeps viewers engaged. Overall, the average video length on TikTok is still on a steady upward trend.
Ideal length for a Tiktok video
In fact, it is difficult to find a perfect length for a TikTok video because there is no fixed formula that suits all creators and all users. In particular, each different video length achieves maximum efficiency for different purposes such as: increasing views, maintaining view rates and ensuring engagement.
What is the best Tiktok video length to get high views?
| Social Insider data from early 2024 shows that TikTok videos between 90 and 120 seconds long are ideal for getting the most views . Followed by videos between 120 and 180 seconds long. The third most effective videos are between 60 and 90 seconds long.
Brands looking to maximize video views should experiment with videos that are between 90s and 180s long. |
This trend reflects a shift in user behavior when interacting on TikTok. While the platform initially encouraged short clips, longer, more in-depth content seems to be gaining traction. However, this doesn’t mean that all short videos are ineffective. The key to getting a lot of views is still the quality of the content, and viewers are now willing to spend more time on longer videos, as long as the content is engaging.
What is the best video length to get high viewership?
| TikTok videos that are 90 to 120 seconds long consistently outperform shorter or longer videos in terms of view rates.
These videos strike a balance between being long enough to convey a story and short enough to hold the viewer’s attention. |
Shorter videos, especially under 5 seconds, also have high view rates, but this is largely due to the fact that viewers don’t have time to scroll past the end of the video. Videos under 5 seconds benefit from the fact that when they appear in the feed, they are almost guaranteed to be watched in their entirety. While the fact that the video is counted as viewed and gets a view as soon as it appears can boost view rates, these short videos still struggle to retain viewers or build a loyal following because the content is often not valuable to viewers. In contrast, videos between 90 and 120 seconds make it easier to build a connection with the audience, which in turn increases the view rate.
What is the best video length to serve a large audience?
| Most personal or brand accounts usually post videos that are 40 to 50 seconds long . This video length is a strategy that helps brands convey a complete message without overloading viewers with information. |
However, the size of the following also has a big impact on video length. Accounts with larger followings have more options to experiment with longer videos. Once they build a loyal and engaged audience, they can create more in-depth content. For new brands or creators trying to build a following, the ideal TikTok video length is short and sweet to make a quick impression on viewers.
Tips for creators when creating TikTok videos
How long should a video be to be effective?
| Based on data from Socialinsider, the ideal length for TikTok videos is between 90 and 120 seconds , especially when shot directly on the TikTok app. |
Why is this time frame effective?
TikTok users love natural, authentic content that isn’t too wordy or complicated. This authenticity makes 90 to 120 seconds a great length to connect with audiences on the platform. This length of time allows videos to tell compelling stories or delve into a topic without being too rambling or distracting. It also helps strike a balance between engaging your audience and providing valuable content.
In addition, the TikTok algorithm favors longer videos, giving your videos a better chance of being recommended to more users, increasing the likelihood of going viral. In particular, 90 to 120 seconds gives creators enough time to engage their audience with a compelling opening, convey the main content, and finish on a strong note. Shorter videos may be quick to engage but often lack depth, while longer videos risk losing their audience mid-stream if they don’t maintain a consistent appeal.
Aiming for videos that are 90 to 120 seconds long, combined with authentic, concise, and valuable content, is a strategy that marketers need to keep in mind, in order to strongly connect with viewers, increase view rates, views, and engagement.
How to measure your ideal video length
Although there are specific time frames for each video purpose, each account with different characteristics has its own “formula” for the ideal duration for Tiktok Video. To determine the ideal length for your own video, it is important to analyze in detail the performance metrics of the content on this platform. For example:
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Video Views: Track the number of views your videos get at different lengths. This gives you a clear picture of whether longer or shorter videos work better with your audience.
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Engagement Metrics: You can compare the total number of interactions (likes, shares, comments) with the engagement rate per video. The TikTok engagement rate calculator can reflect how effective your content is with viewers, so you can determine the appropriate video duration.
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Average Video Length: Check your current average video length and evaluate how relevant and effective it is. Then decide whether you need to adjust the video length to attract more views and engagement.
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Best-performing videos: Identifying the videos that get the most views, engagement, and shares is also especially important. Analyzing these videos can help you understand the ideal length, format, and style of content that your followers prefer.
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Saves, Comments, and Likes: Reactions, comments, and saves give you a sense of how people are engaging with your content, in addition to the numbers representing “views.” If videos of a certain length receive a lot of saves or comments, it’s a good sign that your audience finds the content valuable and wants to engage further.
Summarize:
From an entertainment social network that favors short content, Tiktok is now witnessing an increasing trend of consumption and interaction towards longer and more in-depth content. It can be seen that the duration of each video has a significant impact on user interaction behavior. Depending on different purposes, creators and marketers will make appropriate changes to meet the tastes of the audience.
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