In early 2013, the web was captivated by six-second clips they’d come to know as Vines. Whereas these movies had been fleeting, they instructed a complete story and entertained audiences in a number of seconds. At this time, Vine is not any extra, and TikTok dominates the short-term video area.
However whereas Vines had a set size – six and a half seconds to be actual – there’s rather more wiggle room in the case of TikTok lengths, which may be complicated when making an attempt to determine the optimum size in your movies.
Just lately, whereas filming a TikTok video for certainly one of our Buffer articles, I puzzled concerning the best size. Ought to I be fast and snappy or go into element and make the TikTok a bit longer? This led me to the concept for this text, the place I’ll deal with the query of the precise size for a TikTok. Let’s get began!
To determine the very best size in your TikTok, you have to take into account a number of issues, together with the app’s algorithm, understanding consumer preferences, and factoring in the kind of content material you’re creating.
What video lengths carry out the very best on TikTok?
TikTok has by no means publicly come out about which video lengths carry out the very best. Nevertheless, we are able to make a fairly correct guess based mostly on information and analysis.
In mid-2021, inner information from TikTok that was given to creators stated the optimum TikTok size was 11 to 17 seconds. Nevertheless, by the top of that yr, that quantity had elevated to 24 to 31 seconds. In accordance with Wired, a TikTok survey additionally discovered that customers felt movies longer than one minute had been demanding. All of this means that shorter movies carry out finest with the TikTok neighborhood, nevertheless, the platform has just lately been pushing for longer movies for various causes.
The fact is, whereas consumer consideration spans are shorter now, TikTok desires longer movies to assist promote extra promoting income (that is partially why Vine shut down – it couldn’t maintain its enterprise mannequin) therefore their latest transfer to permit as much as 10 minute-long TikToks in early 2022. So through the years, TikTok video lengths have elevated: from 7 seconds → 15 seconds → 3 minutes → 10 minutes.
With this being stated, the consensus continues to be that shorter movies carry out higher on TikTok. Not solely is the platform nonetheless identified for short-form content material, however you don’t need individuals to be scrolling previous your movies with out ending them, that means it’s in all probability finest to stay to shorter TikToks.
Social media is continually altering, nevertheless. And since there’s a monetary incentive for TikTok to enterprise into long-form content material, there’s a life like likelihood that the app’s algorithm could choose longer movies within the close to future – so keep versatile.
What video size fits your TikTok content material the very best?
We’ve already established that shorter movies carry out finest on TikTok – however this doesn’t essentially imply that longer movies don’t have a spot on the app. The size of your TikTok will rely on the message you need to convey.
Whereas it’s finest to not drag a video on for too lengthy, you additionally don’t need to reduce your self off earlier than you’ll be able to successfully get to the purpose. Once I was filming this TikTok on AI writing instruments for an article I wrote on our weblog, I needed to provide an correct abstract of the article, and the video turned out to be over 1 minute. We nonetheless obtained good engagement on TikTok and our Instagram, the place we cross-posted the video as a Reel. Had I shortened the size of the video, I don’t assume it could have been as efficient.
@bufferapp Spoiler alert: Content material author Umber doesn’t like AI writing instruments 🙅 AI is extremely fashionable proper now, however Umber, certainly one of our content material writers right here at Buffer, hasn’t been excited to see its rising recognition recently. We don’t usually share private items for the Buffer weblog, however this essay is Umber’s try and deal with her difficult emotions about AI head-on and doubtlessly discover a center floor. What are your ideas on AI? 💬 #ai #artificialintelligence #chatgpt #aitools #personalessay #contentwriter #contentcreator #writingtools
However even longer movies can carry out nicely, too. This TikTok from Jess Hunt, founding father of make-up model Refy, lasts for over six minutes. Jess tells a narrative time on how she based her firm. The TikTok obtained over 1,000,000 views, over 100,000 likes, and 342 feedback.
@jesshunt02 Replying to @Dreamy Houses how I began my model @REFY 🤍 prepare with me! #storytime #model #refybeauty #grwm #makeuptutorial #enterprise
Equally, if you wish to spotlight a product, discuss your organization tradition, or share a narrative time video, you in all probability are going to want to make a little bit of an extended video, and that’s completely OK! Longer TikToks also can get nice engagement, so don’t really feel like your TikToks all the time should be bite-sized.
The significance of including a hook to your TikTok
By now, you’ve in all probability realized that there isn’t a magic quantity in the case of TikTok lengths. Nevertheless, one factor we are able to say for positive is that TikToks that open with a powerful hook throughout their first three seconds are inclined to carry out the very best.
Particularly, analysis straight from TikTok says, “over 63% of all movies with the very best click-through fee (CTR) spotlight their key message or product throughout the first three seconds.” This implies you need to begin your TikTok off sturdy and shortly introduce the subject or thesis.
This TikTok by content material creator Naomi Burtt is 46 seconds however opens with a hook shortly – “That is my Chipotle hack.” Its obtained over a million views.
@naomiburtt my $4 dinner at chipotle 🤭🥰🫡 #chipotlehacks
Right here, content material creator Kevin – often known as the CEO of Chai – has a direct product hook. The TikTok opens with a clip of Emma Chamberlain highlighting her chai poweder combine. Within the video, Kevin critiques the product and talks concerning the chai for one and a half minutes. Observe that even at an extended legnth the TikTok carried out nicely and garnered over 180,000 likes.
@crossculturechristian Emma Chamberlain Hummingbird Chai Assessment whereas this isn’t a standard #chai brewing methodology, its a greater chai powder than those ive tried ( absolutely acknowledging that “on the spot chai” is a western, commodified model of the actual factor). The flavour is likely to be higher iced. This may do nicely as an additive to a espresso state of affairs than a standalone chai different. Have you ever tried this? Ideas? 👇🏾👇🏾 #veganchai #emmachamberlain #emmachamberlaincoffee
We just lately went viral on TikTok with a enjoyable video our social media supervisor Mitra made about distant work. Whereas the video is brief – solely 5 seconds – the visible hook is rapid as the very first thing individuals see is the textual content, “POV: You’re a distant employee vibing at Goal in the midst of the work day.”
@bufferapp Mid day Goal runs are well worth the threat #CapCut #targetrunsarethebest #remotework #remoteworklife #wfh #wfhproblems #workfromhome #targettok #targetrunsbelike #targetruns
A very good hook will captivate the viewers’s consideration immediately, that means these customers might be extra prone to end your video as a substitute of simply scrolling previous it. That is essential as a result of the TikTok algorithm will ding you if customers aren’t partaking together with your video and watching it in its entirety.
Whereas shorter TikToks could also be your finest guess, exploring with and diversifying your content material is an effective technique, too. On this part, we’ll go over how these small companies create each quick and lengthy TikToks.
Buffer’s TikToks
On our TikTok, we cowl numerous matters, together with social media administration, distant work, and the 4-day work week.
Right here, Mitra shared a humorous and relatable TikTok about social media managers, which lasted solely 5 seconds. The video obtained over 270,000 views, 3500 likes, and 32 feedback.
@bufferapp “Wait let me movie this for TikTok” – our social media supervisor all week #buffer #socialmediamanager #remoteteam #distant #remotecompany #marketingteam #advertising and marketing #socialmediamanagerproblems #teammeeting #wfh #teammeetup #remotework #fullyremote #smm
On this TikTok, Tom Redman, a former Director of Product at Buffer, filmed a TikTok a few job opening. Within the video, which lasts 46 seconds, Tom opens with Buffer’s advantages and goes into extra element concerning the job. This TikTok obtained almost 300,000 views, over 17,000 feedback, and 550 feedback.
@bufferapp We’re hiring a Progress Product Supervisor! Apply now at buffer.com/journey #buffer #techjob #productmanager #hiring #4dayworkweek #remotejob #remotework
Saie’s TikToks
This can be a enjoyable and informal TikTok by clear make-up model Saie, which lasts solely 5 seconds. Right here, Saie talks a few trending subject – the Sephora sale – and highlights their blushes within the caption. This video obtained almost 7,000 views and near 200 likes.
@saiebeauty I bought 30 Dew Blushes hbu #sephorahaul #sephorawishlist #saiebeauty
This TikTok however is extra instructional and lasts for over two minutes. Saie’s CEO, Laney, offers customers her finest advertising and marketing ideas. The video obtained over 11,000 views, 700 likes, and 60 feedback.
@saiebeauty Advertising 101 with our founder @Laney 💜 #beautymarketing #marketingtips #saiebeauty
Foton Pearled Candle’s TikToks
Foton Pearled Candle has a thriving TikTok which showcases useful ideas and methods for customers who buy their merchandise. This TikTok on candle security lasted solely 9 seconds and obtained over 27,000 views, almost 1,000 likes, and 10 feedback.
@fotoncandle Love candles however fearful you, your children, mates or pets would spill them and trigger a fireplace? Introducing a safer strategy to take pleasure in candles, pearled candles that self-extinguish when tipped over. Comply with to be taught extra! #candle #candlesafety #firesafety #hearth #candlefire #fotoncandle #fotonpearls #eventdecor #eventcandles #weddingcandles #candledecor #candletok
Alternatively, This TikTok explaining the advantages of pearled candles is a bit longer at 26 seconds and obtained over 1,000,000 views, 130,000 likes, and 257 feedback.
@fotoncandle Nervous concerning the mess? Pearled candles are literally simpler to scrub off carpets than common candle wax. Please be aware this video is for demo functions solely, all the time evaluation and comply with hearth security steerage earlier than utilizing candles! #fotoncandle #fotonpearls #candlesafety #carpetcleaning #candlehacks
The consensus right here is that each lengthy and quick TikToks have their place, and each appear to carry out nicely.
Instagram’s laborious push to Reels final yr was a direct results of its competitors with TikTok, so it’s no marvel the 2 mediums really feel very related. The truth is, it’s frequent for creators to cross-post their TikToks straight onto Instagram Reels and we even suggest doing so for extra visibility in your posts.
On this regard, quite a lot of content material that performs nicely on TikTok can carry out nicely on Reels and vice-versa. However there’s one key distinction. At the moment, Reels can solely be as much as one minute lengthy, whereas TikToks may be for much longer at ten minutes. This implies Reels are extra fast-paced than TikToks, and so they additionally are typically extra polished, whereas TikToks can have a extra off-the-cuff really feel to them.
Hopefully, you’ve discovered this text useful! As a substitute of focusing solely in your TikTok size, keep in mind it’s a must to produce high quality content material on TikTok, too. So long as you’re making TikToks that customers discover entertaining, insightful, and academic, your movies ought to carry out nicely.
Should you’re fascinated about rising your TikTok presence, we have got you coated! We’ve written about TikTok finest practices, methods to achieve extra TikTok followers, and the very best time to publish on TikTok.
Get began with Buffer without spending a dime and schedule your TikToks at present!
