by Google
TikTok was originally about short, quick, and catchy videos, but times are changing. The algorithm is evolving and longer content has an increasing chance of succeeding. So does the longer the video, the more views it gets? Let's take a look.
According to an analysis by Buffer, more than 1 million TikToks are dominated by short videos on the platform, but they're not the videos with the highest watch time. Let's put it in numbers: Approximately 86% of videos on TikTok are less than a minute long. However, videos longer than 60 seconds achieve at least 43.2% more reach and 63.8% more watch time. However, it should not be forgotten that many short videos are still viral and receive a lot of interactions.
How is TikTok changing?
Remember when videos on TikTok were limited to only 15 seconds? Later, TikTok decided to compete with other social networks, so in 2020 it moved the maximum video length to 60 seconds and in 2022 up to 10 minutes. This shift gives creators more space for storytelling, educational content or podcasts. With this step, TikTok responds to the demand for longer content, trying to keep users on the platform longer while increasing advertising revenue, as longer videos are more attractive to advertisers.
In this graph, you can see that the reach of TikTok videos increases along with their length. The most significant increase occurs after exceeding the 60-second mark.
Why do longer videos have more reach?
One possible reason is that the TikTok algorithm prefers longer content because it helps keep users on the platform longer. The more time people spend watching videos, the more ads they can see, which increases TikTok's revenue.
Another factor is the lower competition among long videos - only 12.3% of all TikTok videos exceed a minute, meaning they have less competition for recommendations.
These numbers completely challenge the belief that TikTok users have the attention span of a goldfish and show us that they are willing to invest their time in watching quality content.
What's behind success on TikTok?
If your video isn't successful, just making it longer won't guarantee success. The length of the video is just one factor. Focus on the essence of the video and make sure that the video captures the point you want to convey.
Hook is the key. What determines whether viewers will stay with your video and finish watching it is the opening moment. Start with something bold, surprising, or ask your viewers a question that will arouse their curiosity.
Titles and Call to action
Don't forget the subtitles! Many viewers watch videos without sound because they're scrolling through social media on the train or public transport, and if you have subtitles on it, they're much more likely to watch it. They can also help regain the viewer's attention, which can fade during the video, with longer videos. Subtitles also help TikTok categorize and define your content (yes, we mean SEO) and recommend it to your target audience.
Don't forget to add a CTA, or call to action, at the end of your video. What is it? A call to comment, share, watch, etc. As a small tip, calls to action like “Share your experience in the comments” or “Send this video to a friend who might benefit from it” are more successful than general phrases like “Like and follow me”.
Regularity is key
TikTok rewards consistent content, which also trains your audience to expect new videos. The important thing is to find a sustainable rhythm – whether it’s one video a day or once every three days.
It doesn’t matter if the video is 15 seconds or 5 minutes, quality and viewer engagement are always more important than technical factors. But once you've mastered these basics, experimenting with longer videos can help you succeed in the TikTok algorithm.
The TikTok algorithm seems to favor videos that keep users on the platform longer. This means that videos longer than a minute tend to get more views and watch time than shorter ones.
Source: Buffer
