“Should my TikTok be 15 seconds or 3 minutes?”
It’s one of the most debated topics in creator circles. TikTok now supports videos up to 10 minutes long, but does that mean you should use all that time?
We analyzed 25,000 TikTok videos across multiple niches to answer this question definitively. The results reveal a more nuanced picture than the simple “shorter is better” advice you’ve probably heard.
The bottom line: Optimal video length depends entirely on your content type and what you’re trying to achieve.
The Evolution of TikTok Video Length
Let’s start with some context. TikTok’s maximum video length has evolved dramatically:
| Year | Maximum Length |
|---|---|
| 2018 | 15 seconds |
| 2019 | 60 seconds |
| 2021 | 3 minutes |
| 2022 | 10 minutes |
| 2026 | 10 minutes (still) |
With each expansion, the platform sent a clear message: they want creators to tell deeper stories. But just because you can post 10-minute videos doesn’t mean you should.
According to TikTok’s creator tips, the algorithm doesn’t favor any specific video length—it favors completion rate.
The Completion Rate Equation
Here’s what actually matters to the algorithm:
Watch Time Score = Total Watch Time × Completion Rate × Rewatch RateA 15-second video that 90% of viewers watch completely will typically outperform a 60-second video that only 30% complete.
But here’s the twist: a 60-second video with 50% completion generates twice the watch time of a 15-second video with 100% completion.
This is why the answer isn’t simply “shorter is better.”
Video Length by Content Type
Our analysis reveals clear patterns based on content type:
Entertainment/Comedy Content
Optimal Length: 15-30 seconds
| Length | Avg Completion Rate | Avg Shares |
|---|---|---|
| 7-15 sec | 78% | 2.1% |
| 16-30 sec | 65% | 3.4% |
| 31-60 sec | 42% | 2.8% |
| 60+ sec | 28% | 1.9% |
Why it works: Comedy relies on timing. The punchline needs to land before viewers lose patience. Quick, punchy content gets shared more because it’s low-commitment to share with friends.
Best practices:
- Front-load the funny (don’t build up to the joke)
- One concept per video
- End right after the payoff (no lingering)
Educational/Tutorial Content
Optimal Length: 45-90 seconds
| Length | Avg Completion Rate | Avg Saves |
|---|---|---|
| 15-30 sec | 72% | 1.8% |
| 31-60 sec | 58% | 4.2% |
| 61-90 sec | 51% | 6.1% |
| 91-120 sec | 43% | 5.8% |
| 2-3 min | 32% | 4.1% |
Why it works: Educational content needs time to deliver value, but not so much that viewers lose focus. The 45-90 second range allows you to teach one concept thoroughly.
According to Wyzowl’s video research, educational videos between 60-90 seconds have the highest retention across platforms.
Best practices:
- State the value proposition in first 3 seconds
- Use on-screen text to reinforce key points
- Break complex topics into multi-part series
- End with a clear takeaway or CTA
Storytelling/Narrative Content
Optimal Length: 60-180 seconds
| Length | Avg Completion Rate | Avg Comments |
|---|---|---|
| Under 60 sec | 61% | 1.2% |
| 60-120 sec | 48% | 2.8% |
| 2-3 min | 38% | 3.9% |
| 3-5 min | 29% | 3.2% |
Why it works: Stories need setup, conflict, and resolution. Rushing a story kills its emotional impact. Viewers who invest in a story will watch longer and engage more deeply.
Best practices:
- Hook must promise an emotionally satisfying payoff
- Use cliffhangers or mini-hooks throughout
- Vary pacing (tension → release → tension)
- The ending matters as much as the beginning
Product Reviews/Hauls
Optimal Length: 30-60 seconds
Why it works: Viewers want quick takes, not exhaustive analysis. Show the product, give your opinion, done. If you’re reviewing multiple items, keep each segment to 15-20 seconds.
Best practices:
- Show the product in the first frame
- “Worth it or not” verdict within first 10 seconds
- Details for those who keep watching
- Link or save CTA at end
Day-in-My-Life/Vlogs
Optimal Length: 60-120 seconds
Why it works: Vlog content builds parasocial connection. Viewers who like you will watch longer, but you need to earn that with varied, interesting moments throughout.
Best practices:
- Open with the most visually interesting part of your day
- Quick cuts (no moment longer than 5-7 seconds)
- Include relatable elements (meals, coffee, commute)
- Save a satisfying moment for the end
The Retention Curve Problem
Here’s a reality check: your retention curve probably looks like this:
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██Most videos lose viewers steadily from second 1. The question is: where does YOUR curve drop off?
Noodle’s video analysis shows you exactly where viewers abandon each video, so you can identify the optimal length for YOUR content specifically.
Short-Form vs. Long-Form Strategy
When to Go Short (Under 30 seconds)
✅ Trend participation ✅ Simple tips/hacks ✅ Comedy/entertainment ✅ Product reveals ✅ Before/after transformations ✅ GRWM quick cuts ✅ When you’re new and testing what works
When to Go Long (60+ seconds)
✅ Story-driven content ✅ Detailed tutorials ✅ Emotional narratives ✅ Building deeper connection ✅ Content that naturally requires explanation ✅ When you have loyal, engaged followers
The Hybrid Approach
Many successful creators use a mix:
70% short content (15-45 seconds)
- Algorithm-friendly
- Quick wins
- Broader reach
30% longer content (60-180 seconds)
- Deeper engagement
- Stronger community building
- Higher save rates
According to Sprout Social’s analysis, creators who post a variety of lengths see 35% higher overall engagement than those who stick to one length.
How to Find Your Optimal Length
Generic data is a starting point. Here’s how to find what works for YOU:
Step 1: Audit Your Top Performers
Look at your 10 best-performing videos from the last 90 days:
- What length were they?
- What was the completion rate for each?
- What type of content was each?
Step 2: Calculate Your Length-Adjusted Engagement
For each video, calculate:
Length-Adjusted Score = (Completion Rate × Video Length) + Engagement RateThis accounts for the fact that a 50% completion on a 60-second video is more impressive than 100% completion on a 15-second video.
Step 3: A/B Test Deliberately
Create the same content concept at two different lengths:
- Version A: Condensed (cut to minimum viable length)
- Version B: Expanded (add more detail/entertainment)
Post at similar times, compare results after 48 hours.
Step 4: Check Your Retention Curves
Noodle shows you exactly where viewers drop off, so you can identify:
- The point where most viewers leave
- Moments that cause rewatches
- Optimal end point for your content type
Platform Comparison: TikTok vs. Reels vs. Shorts
If you’re cross-posting, length strategy differs by platform:
| Platform | Sweet Spot | Maximum | Notes |
|---|---|---|---|
| TikTok | 21-34 sec | 10 min | Tolerates longer content |
| Instagram Reels | 15-30 sec | 90 sec | Shorter content preferred |
| YouTube Shorts | 30-45 sec | 60 sec | Slightly longer performs well |
Later’s cross-platform research found that the same video often performs differently across platforms—don’t assume what works on TikTok works on Reels.
The “Right Length” Myth
Here’s the uncomfortable truth: there is no universally “right” length.
What works depends on:
- Your niche
- Your content type
- Your specific audience
- Your storytelling ability
- The individual video
The creators who obsess over finding the “perfect” length often miss the bigger picture: a well-structured video can be any length.
Focus instead on:
- Strong hook (covered in our hooks guide)
- Maintaining tension throughout
- Delivering value or entertainment
- Ending at the right moment (not a second longer)
FAQ: TikTok Video Length
Does TikTok favor shorter videos?
No. TikTok’s algorithm favors high completion rates and engagement, not specific lengths. A 60-second video with 60% completion can outperform a 15-second video with 90% completion due to higher total watch time.
Should I post 10-minute videos?
Only if your content genuinely requires that length AND your audience has shown interest in long-form from you. For most creators, 10-minute videos will have extremely low completion rates.
What’s the minimum video length?
TikTok requires videos to be at least 3 seconds. However, videos under 7 seconds often don’t perform well because there’s not enough time to deliver value or entertainment.
How do I know if my videos are too long?
Check your retention curve. If you’re losing 50%+ of viewers before the halfway point, your videos are probably too long (or your hook is weak). Use Noodle to see exactly where viewers drop off.
Should I repost old content in different lengths?
Yes, this can be an effective strategy. Take your top performers and try:
- Cutting them down to their essence
- Expanding them with additional context
Compare performance to find your audience’s preference.
Action Plan: Optimize Your Video Length
- This week: Review your top 10 videos—what lengths performed best?
- Next 10 videos: Deliberately vary length (5 short, 5 longer)
- After 2 weeks: Analyze which length bucket drives best completion rates
- Ongoing: Match video length to content type using this guide
Remember: the goal isn’t to hit a magic number. It’s to deliver maximum value in the minimum time required—no padding, no rushing.
Ready to see exactly where viewers drop off in your videos? Try Noodle free and get AI-powered retention analysis.
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