Recent trends in video consumption show that “longer short” videos are gaining more traction among audiences. This shift doesn’t suggest a return to traditional long-form content exceeding five minutes but highlights a growing interest in videos around three minutes long. Consumers appear more willing to engage with slightly longer clips compared to the typical 30-second uploads that dominated in the past.
Social Platforms Adapt to Trends, Expanding Video Lengths for Enhanced User Engagement
Reflecting this trend, major social platforms have adapted their video strategies. In January, Instagram extended Reels to allow up to three-minute videos after earlier data suggested videos over 90 seconds didn’t perform well. Similarly, YouTube now permits three-minute-long videos within its Shorts feed, moving away from the former ideal length of 60–90 seconds to slightly longer formats to boost user engagement.
Longer Short Videos Reshape Engagement Strategies as Platforms Embrace Three-Minute ContentTikTok is also experiencing this shift, as highlighted by Buffer’s analysis of 1.1 million TikTok clips. According to their report, TikTok videos longer than one minute generate 63.8% more watch time compared to those in the 30–60 second range. This trend suggests that slightly longer videos are more effective in maintaining viewer attention and encouraging deeper interaction.
Longer Videos Boost Engagement and Reach, Offering Key Opportunities for Content Creators
Buffer’s data also reveals that longer videos not only increase watch time but also significantly enhance reach. Although the report doesn’t specify ideal video lengths beyond one minute, the pattern is clear: more engagement leads to stronger algorithmic signals. As users spend more time watching these videos, platforms recognize them as more relevant and valuable, thus boosting their visibility and overall performance.
The rise of longer short-form videos across Instagram, YouTube, and TikTok indicates a strategic opportunity for content creators. While there’s no need to shift to full long-form content, experimenting with videos around the three-minute mark could yield better engagement and reach. Understanding and adapting to these evolving consumption patterns will be key to maximizing the impact of your video efforts.
