1-2 Minute Brand Videos on TikTok Score the Most Views
As TikTok begins prioritizing longer content, Tubular Labs digs into what this means for brands and creators.
In the social video landscape, it’s easy to assume that super short videos are the way to go if you want views. But new data from Tubular Labs suggests that may not be the case — giving brands a reason to rethink their video strategy, especially on TikTok. And in fact, TikTok is starting to prioritize longer content. Tubular notes that “creators in the creator fund only get paid on videos more than 1 minute in length, and viewers can flip their phones into landscape mode for longer content.”
- Although the majority of brand videos on TikTok are under 30 seconds, videos between 1-2 minutes generate the highest views per video (averaging 80K in the last year). Even 2-5 minute and 5-10 minute videos are notching higher view counts than videos under 60 seconds.
- Year-over-year, 15-20 minute videos had the highest rate of growth (+56.57%).
- When it comes to getting good engagement, the optimal TikTok video duration varies across categories: Shorter videos (under 5 minutes) are best suited for categories including pop culture, animal & pets, gaming, sports, beauty and fashion, while medium length videos (5-10 minutes) work well in the news, science, auto and home/craft DIY sector.
- Long-form videos (20+ minutes) win in the kids, entertainment & toys area.
Get more insights and guidance on social video length by downloading Tubular’s new playbook here.
