The best video length for every platform

"How long should my video be?" has no single answer, but it does have good answers per platform and per goal. Here's a practical guide to length that keeps people watching instead of scrolling.

The rule that beats every rule

Before the specifics: the real metric isn't length, it's completion and watch time. A 15-second video people finish beats a 60-second video people abandon at second 8. Every number below is a starting point. Let your own retention data override it.

Short-form (TikTok, Reels, Shorts)

• The sweet spot for growth is often 15-34 seconds. Long enough to deliver a hook and a payoff, short enough that people watch to the end, which is the signal that gets you pushed to more viewers.
• Longer short-form (45-90s) can work when the content genuinely earns it. A story, a tutorial, a payoff worth waiting for. But every extra second is another chance to lose someone, so it has to justify itself.
• When in doubt, cut. Tighten the intro, drop the filler. Most short videos are 20% too long.

YouTube long-form

Different game entirely. Here, watch time is king and longer often wins. 8-15 minutes and up performs well if it holds attention. But length for its own sake backfires; a tight 7-minute video beats a padded 15-minute one. Earn every minute.

YouTube Shorts

Treat like other short-form. Under 60 seconds, hook fast, deliver quick. Shorts is a discovery tool; keep it punchy and let it funnel viewers to your longer content.

Match length to the goal

• Growth and discovery? Shorter. You want completion and reach.
• Depth, trust, or teaching something complex? Longer, on the platforms built for it.
• Selling or explaining an offer? As long as it needs to be clear, and not one second more.

Let your data decide

The best length for your audience is whatever holds their attention. Watch your retention graphs: where do people drop off? That cliff is telling you exactly where your videos get too long. Trim to it. The right length isn't a rule you follow. It's a number your audience shows you, if you're paying attention.