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Social Media Video Content – Ideal Lengths for Popular Platforms

In recent years, video has overtaken social media as the most end-user consumed content. Platforms like TikTok and Instagram have absorbed the attention of internet users and have considerable power to drive trends, create viral sensations and make or break a business. A 2020 study found that the largest portion of respondents said they watch ten or more hours of video content on the Internet each week. We can only assume that number increased in the years that followed.

Getting a video to go viral is a goal that many try to achieve. Often, this success is simply a matter of luck because the content just happens to reach the audience at the right time. But for most influencers, brands, and content creators, highly viewed videos are often the result of a professionally executed plan.

Often, the help of a dedicated team is needed to know the best time to post, on which platform to post and how long to make the video. For example, if you’re a beauty and skincare brand, teaming up with a digital marketing agency dedicated to beauty could help you leverage tools and information you might not otherwise have. never access. While these video campaign strategies involve many variables, one of the most crucial to the success of a video is the length of the content itself.

How long should social media videos be?

Of course, the optimal length of your video will depend heavily on the ultimate purpose of the content itself. For example, if you’re trying to educate an audience on a complicated topic, a short video might not be the right choice. Conversely, if you’re looking to boost your brand recognition, short bursts of memorable content may be the best fit. However, the most important factor in determining the best length for your social media video is the platform you are sharing it on.

Each platform that hosts native video content has its own trends that determine the most successful video lengths. These trends depend on what users expect from the platform and what they log in to find. Some platforms host users who are more open to long content. Other platforms are defined by short videos. If you have a brand or business looking to leverage the power of video content on social media, your success will largely depend on the length of video you choose to post on each platform.

Countless social networks host native video content on the internet, but the main players are:

  • Youtube
  • instagram
  • ICT Tac
  • Facebook
  • LinkedIn
  • Twitter
  • pinterest

Let’s look at the best video length for each of these platforms.

The best video length for YouTube

YouTube has been the go-to website for video content on the internet for many years. It was only recently that TikTok started giving YouTube a run for its money in terms of users, engagement, and watch time. In 2018, Pew reported that 85% of teens had an active presence on YouTube, while a similar Pew study published in 2021 suggested that 81% of adults use the popular platform. There’s no denying that a successful YouTube video campaign can take any business to the next level.

So what is the best video length to post on YouTube? According to Hootsuite, the answer is two minutes. Of course, the best length for your video will depend on the ultimate purpose of the video itself, as well as the topic and how much information you’re looking to convey to the viewer. But basic promo videos meant to build brand recognition will get the best engagement on YouTube from a video that’s around two minutes long.

The best video length for Instagram

Instagram videos are known as Reels and were not part of the platform when it launched in 2010. Statista reports that there are over one billion Instagram users today, with the two largest user bases located in the United States and India. In 2017, TikTok hit app stores in countries outside of China and began to absorb some of Instagram’s market share. As a result, Instagram has done a lot of work on Reels, turning Instagram into a video platform not to be ignored.

How long should your Instagram videos be? Again, Hootsuite has our answer. According to their research, 7-15 seconds is the best coil length. However, Instagram also allows you to post stories to your profile. These are short videos that disappear after 24 hours. Instagram stories are limited to 15 seconds, so there’s not much wiggle room in the length of these videos.

The best video length for TikTok

Since its global launch in 2017, TikTok’s rise in popularity has been meteoric. In 2022, it hit 1 billion users, and if it continues to grow at the same rate, it’s on course to overtake Instagram and directly compete with YouTube and Facebook. TikTok is often seen as an app for kids and teens, but a large portion of its user base is made up of adults. Make no mistake, this is as valid a platform for building your brand as any that has come before it.

TikTok videos are limited to ten minutes, but the vast majority of content on this platform is much shorter than that. On TikTok, longer videos often lose viewers’ attention as they tend to disrupt the flow of short videos. The length of the most successful video on TikTok, according to Flixier, is between 21 and 34 seconds.

The best video length for Facebook

Facebook has the most users of any other social media platform, at just under three billion. This figure represents monthly active users, meaning people who log in at least once a month and interact with the content in some way. Facebook didn’t launch with native video, but added the feature in 2007, and in 2015 the company, now called Meta, announced it was seeing at least one billion views. per day. This makes Facebook an important consideration for any video marketing campaign.

The best length for a Facebook video is two to five minutes for the most engagement, according to research by Social Insider.

The best video length for LinkedIn

In 2002, LinkedIn was launched as a social media platform focused on business and employment. Since then, it has amassed over 830 million members, many of which focus on B2B content. These numbers make LinkedIn a platform that can easily increase your brand visibility.

LinkedIn videos are limited to ten minutes, but according to them, users see the most engagement when they post a video under 30 seconds.

The best video length for Twitter

Everyone either loves or hates Twitter, but the platform has amassed 396.5 million users since its inception in 2006. The platform is known for its text posts, but video has slowly become more prominent. for Twitter users. According to Twitter, tweets with videos are “six times more likely to be retweeted” than tweets that don’t include native videos.

According to Sprout Social, Twitter users looking to build brand awareness or promote products and services will benefit most from videos that are 15 seconds or less.

The best video length for Pinterest

Pinterest was launched in January 2010 as a sort of virtual corkboard for users. Since then, Pinterest has grown to over 433 million users. Native video on Pinterest was only recently added, but it plays automatically in a user’s feed, making them invaluable tools for marketing.

Pinterest recommends keeping your videos on the platform under 15 minutes for the best engagement.

Get more with your social media videos

There’s no doubt that video on social media is dominating, and as younger generations start logging on, the views will only increase. The best way to take advantage of this captive audience is to develop a professional digital marketing plan that takes into account all the variables. The length of your social media videos will play an important role in the success of this digital marketing plan, so knowing the best lengths for each platform is crucial for your success.