With online video continuing to grow in popularity, many content creators are wondering what the ideal length should be for their videos in order to maximize engagement and viewership. The right video length depends on a variety of factors, including your content format, audience, and goals.
What is the ideal length for different types of videos?
The optimal video length can vary significantly based on the specific video format:
Short-form social videos
For platforms like Instagram, TikTok, and YouTube Shorts, videos should be under 60 seconds. The ultra-short format forces creators to get right to the point and highlight only the most interesting or shareable moments. This makes short-form videos ideal for everything from comedy sketches to how-tos.
Long-form educational/informational videos
For tutorials, lectures, documentaries, and other educational videos, aim for 10-20 minutes. This gives you enough time to explore topics in-depth while retaining viewer attention. Segment longer content into chapters to make it more digestible.
Product reviews and unboxings
Aim for 5-10 minutes for straightforward product reviews and unboxings. This provides time to highlight key features and test functionality while remaining concise enough to maintain viewer interest.
Talk shows and interviews
For online talk shows and interviews, 20-45 minutes tends to work well. It allows for a meaningful, flowing conversation without dragging. Edited versions can also be created in shorter increments.
Livestreams
When going live on platforms like Twitch, YouTube, and Facebook, 1-2 hours tends to be the sweet spot. This gives streamers flexibility while providing enough content to engage viewers in real time.
ASMR
Autonomous sensory meridian response (ASMR) videos tend to perform best at 15-45 minutes. This creates an immersive experience while limiting the file size and production demands compared to extremely long videos.
How does video length impact performance?
Video length has a significant impact on overall performance and viewer behavior:
| Video Length | Pros | Cons |
| Under 2 minutes | – Increased viewership completion rates – Better audience retention – Fits viewing habits on mobile |
– Limits in-depth information – Harder to include full story |
| 3-5 minutes | – Holds viewer attention span – Fits nicely into social feeds – Allows key messaging |
– Less opportunity for context/details |
| 10-20 minutes | – Enables thorough coverage – Useful for tutorials/training – Can include chapters |
– Lower completion rates – Can impact discoverability |
| Over 20 minutes | – Allows comprehensive content – Works for livestreams/long-form |
– High abandonment rates – Difficult to retain viewers |
As the table illustrates, shorter videos tend to have higher completion rates, while longer videos provide more room for in-depth content at the expense of retaining viewers.
How to choose the right length?
When deciding how long your video should be, consider these key factors:
Subject matter
Complex topics that require more explanation, like tutorials and training videos, lend themselves to slightly longer forms like 10-20 minutes. Simpler topics like product reviews can be effective in the 3-5 minute range.
Audience expectations
Viewers drawn to quick, entertaining content may respond better to sub-2-minute videos. Those seeking in-depth information may appreciate videos up to an hour long.
Platform best practices
Review video length guidance for each platform. For example, Instagram recommends under 60 seconds, while YouTube now supports videos up to 12 hours.
Analytics data
Look at engagement metrics for your existing content. Videos that retain viewers throughout may support longer runtimes, while high dropoff may signal tighter editing is needed.
Resources
Length should factor in production time and costs. As runtimes extend past 10-20 minutes, more resources are needed to maintain production value.
Best practices for optimizing video length
Once you’ve selected your target video length, keep these best practices in mind:
- Place key information at the beginning. Viewers are more likely to drop off later in a video.
- Structure longer videos into logical chapters to make scanning easier.
- Use concise editing approaches like jump cuts to remove unnecessary pauses or mistakes without losing continuity.
- Include an intro that clearly explains the value proposition and objectives of the video.
- Wrap up each video with a strong summary and call-to-action.
Conclusion
Finding the optimal video length requires balancing viewer expectations, platform norms, production practicalities, and topic complexity. While no single formula works perfectly in all situations, keeping videos under 2-3 minutes is a safe bet for short-form social content, 5-10 minutes can provide concision for many product or tutorial videos, and 10-20 minutes enables flexibility for long-form educational content. Use chapter formatting, tight editing, strong opening and closing hooks, and analytics data to optimize within your chosen length. With the right balance tailored to your goals, video length can help maximize impact and viewer retention.
