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.