A couple of years ago I watched the top TikTok videos to work out the ideal length… as 2023 is about to start I’ve done it.
Back in 2020 when I carried out the research the optimum length was a trim 16 seconds.
Going through the UK numbers again… it’s 36.3 seconds.
That’s a longer run for the popular clips as listed by TikTok UK.
Optimum lengths of top 10 UK TikTok clips in 2022
While the overall best lengths has increased, four of the top 10 are still in the 10 to 20 second sweet spot.
What the UK’s most popular video clip can teach
In the UK, the most popular TikTok with 270 million views was posted by a farrier.
That’s someone who replaces horseshoes. The 95-second clip simply shows how a skilled craftsman can remove a horseshoe then treat the horses’ hoof.
You can see it here:
The workmanship is astonishing and your eye is help by the speed and skill of the workman.
There are no TikTok dances or even music in the video.
What does that show?
That if the subject matter is compelling and visual a clip without an edit can work really well.
What are the trends for 2023?
Helpfully, TikTok have published a good round-up about what they see taking shape with three key predictions.
Entertainment
“For brands, the most effective messages on TikTok are uplifting, funny and personalized, or entertaining their audiences. Brands can build on this entertainment value by using editing techniques like syncing sounds to transitions or adding text overlays – which are effective at keeping viewers’ attention.”
Joyful
“Creating TikTok content that helps people carve out joy for themselves – or even provides joy through humor, relaxation and relatable points of view – could be the difference for brands in 2023.”
Niche
“TikTok communities are a cut above the rest because they’re specific – and that’s what helps them thrive at scale. Sharing hyper-niche interests helps people bond with each other. From there, they broaden each other’s horizons.
“TikTok is not a town hall meeting. It’s a collection of tiny clubs where people can find new ideas on how to explore their passions and live their lives.”
You can find outmore about ESSENTIAL PORTRAIT VIDEO FOR TIKTOK & REELS workshops here.