[FAQ]

Hey everyone,

I’m creating content for TikTok and really trying to figure out how to get my videos seen by more people. With TikTok allowing for longer videos now, I’m a bit confused about what the ideal length is these days (mid-2025).

Are those super short, snappy videos still the way to go for maximum reach and engagement, or is there a sweet spot for slightly longer content that the algorithm might be favouring? Just trying to understand what works best.

Any current advice would be super helpful, thanks!

[Jeff Bullas]

The “ideal” TikTok video length for maximum reach is not a fixed number, as it really depends on your specific content, your audience, and how engaging your video is from start to finish. However, there are some general principles and observations for 2025.

First, while TikTok has expanded its maximum video length significantly, allowing for videos up to 10 minutes or even longer for some uploads, this does not automatically mean that longer videos get more reach. The platform became popular with short-form content, and user attention spans are still a key factor.

Second, the TikTok algorithm tends to prioritise watch time and completion rate. For shorter videos, say in the 7 to 35 second range, a high completion rate (viewers watching most or all of the video) is a very strong positive signal. If people watch it all the way through, or even rewatch it, that tells TikTok your content is engaging.

Third, for videos that are a bit longer, perhaps up to a minute or even a few minutes if the content is educational or tells a compelling story, sustained watch time and strong engagement signals throughout the video (such as likes, comments, shares, and saves) become even more critical. The aim for TikTok is to keep users on the platform, so content that holds attention will be favoured. Some recent data suggests that videos longer than one minute can achieve greater overall watch time and reach, provided the content is compelling enough.

Fourth, regardless of the total length, hooking the viewer within the first 1 to 3 seconds is absolutely crucial. If you do not grab their attention immediately, they are very likely to scroll past.

The most effective approach is often to let the content dictate the length. Your video should be precisely as long as it needs to be to deliver its value or entertainment, and no longer. Avoid adding unnecessary filler just to make it longer.

It is highly recommended to experiment with different video lengths for your particular niche and audience. Pay close attention to your TikTok analytics. Look at average watch time, completion rates, and how reach varies with different lengths. This data will give you the best insights into what works for your specific content.

In summary, while trends may indicate certain lengths performing well generally (for example, some suggest a sweet spot between 20 and 60 seconds for many types of content), the ideal length is ultimately the one that keeps your target audience engaged for the entire duration of your valuable content. Test, analyse, and adapt.

Cheers,

Jeff

[Author]

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