The Power of Brevity: A Guide to Creating Social Media Videos That Keep Your Audience Engaged

Don’t leave out videos from your social media calendar. From businesses promoting their products to individuals sharing their daily lives, video has become the way to go. But with so many platforms to choose from, it can be challenging to know what video lengths are best suited for each one. In this post, we’ll break down the ideal video lengths for TikTok, Facebook, Twitter, and Instagram.

TikTok: 15 Seconds or Less

TikTok, a relatively new platform, has taken the world by storm. With over a billion active users, it’s a social media app that allows users to create and share short-form videos. The ideal video length for TikTok is 15 seconds or less, as the platform is designed for short, snappy videos that are easy to consume on the go. It’s crucial to create videos that are visually engaging and attention-grabbing from the very beginning, as you only have a few seconds to capture the viewer’s attention.

Facebook: 1 Minute or Less

Facebook, the largest social media platform with over 2.8 billion active users, is ideal for videos around 1 minute or less. However, Facebook allows longer videos of up to 240 minutes. Shorter videos tend to perform better on the platform, as users often scroll through their newsfeeds quickly. It’s essential to grab the viewer’s attention within the first few seconds of the video by using eye-catching visuals, captivating headlines, and a clear message.

Twitter: 45 Seconds or Less

Twitter is a platform that allows users to share short messages, known as tweets, with their followers. However, the platform has also started to prioritize video content. The ideal video length for Twitter is around 45 seconds or less, as tweets are often viewed on mobile devices and users are more likely to watch a shorter video than a longer one. When creating videos for Twitter, keep the message short and to the point, using bold visuals and captions to capture the viewer’s attention and convey your message quickly.

Instagram: Varies by Format

Instagram, a visual platform that allows users to share photos and videos with their followers, is incredibly popular, with over 1 billion active users. The ideal video length for Instagram depends on the format you’re using. For Instagram Stories, the ideal video length is around 15 seconds or less. For Instagram Reels, the ideal video length is around 30 seconds or less, and for Instagram IGTV, the ideal video length is around 3-5 minutes. However, it’s essential to note that the first few seconds of the video are the most important. Make sure to grab the viewer’s attention right away and keep them engaged throughout the entire video.


Creating video content that is tailored to each platform can increase engagement and reach a wider audience. Shorter videos tend to perform better on social media platforms, as users scroll through their feeds quickly. However, keeping the platform in mind is essential when creating video content. TikTok is designed for short-form videos, while Facebook allows longer videos but error on the side of brevity. By tailoring your video content to each platform and following these ideal video lengths, you can watch your engagement improve!

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The ideal length for a YouTube video is around 2-3 minutes. While YouTube does allow longer videos, viewers tend to have a shorter attention span on the platform, and shorter videos tend to perform better. However, it’s important to note that the length of the video should ultimately be determined by the content itself. If the content is engaging and provides value to the viewer, they’re more likely to watch a longer video. It’s crucial to capture the viewer’s attention in the first few seconds of the video and maintain their interest throughout the entire length. With the right content and attention to detail, a longer video on YouTube can be just as successful as a shorter one.

"Marketing is telling the world you're a rock star. Content marketing is showing the world you are one."
Robert Rose

In today's digital age, where consumers are inundated with information, using video content can help a brand stand out and connect with its target audience in a more meaningful way. We live in a visual storytelling age.

According to a 2021 report by Wyzowl, 86% of businesses use video as a marketing tool, and of those, 93% say it's an important part of their marketing strategy. The report also found that the average business creates 18 videos per month, and 81% of businesses believe that video has helped them increase their sales.

Be Natural

Making a social media video can be nerve-wracking, especially if you’re not used to being on camera. However, it’s important to appear natural and comfortable in your videos to create a connection with your audience. One of the best ways to act natural is to practice before you start recording. Practice speaking clearly and at a natural pace. You can also practice in front of a mirror or with a friend to get feedback. When recording, it’s important to relax and be yourself. Try not to overthink your movements or gestures, as it can make you appear stiff and uncomfortable. Remember to smile and maintain eye contact with the camera to create a connection with your viewers. With practice and a little bit of confidence, you can create engaging and natural social media videos that connect with your audience.

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