Interesting things are happening with video in 2025, the algorithm loves them even more and they are getting slightly longer.
When I first started to help deliver video skills training back in 2014, the landscape was emerging. MySpace was still in Ofcom’s top 10 list of social channels and LinkedIn sniffily wouldn’t even let you post video.
Fast forward to 2025 and all the social channels are pushing video strongly. Why? Because the more time you spent watching and scrolling on a platform is more time you spend on that platform. More time on a platform means you are more attractive to advertisers.
It’s getting longer
One observation about optimum lengths is that they are getting slightly longer. They are also getting more platform-specific. Over the last few years, a short form portrait video like TikTok and Reels had an optimum length of 15 to 20 seconds.
In the 2025 figures, that’s lengthened. The social insider blog has some good data on video lengths. For this table, I’ve used that and other sources.
So, optimum lengths for TikTok is around 30 seconds with the healthwarning that TikToks over 60-seconds are also working well. For Instagram Reels its around 30 sconds while it is 90-seconds for Facebook Reels.
The difference between the lengths of two Reels is intriguing.
These numbers are definitely to take into account when you are looking to shoot content.
Don’t make a video make a TikTok, Reel, Short, YouTube clip…
The early advice from TikTok was not to make a video but a TikTok. It’s a great line which basically advises to make something bespoke for the platform. That advice is nailed on for all the platforms.
But filmmakers shouldn’t use the optimum length as the only yardstick. If its good enough its long enough. Don’t pad things out just for the sake of it. Besides, there’s always the opportunity to make more than one video.
I deliver training to help you make sense of the changing landscape ESSENTIAL AI FOR PUBLIC SECTOR COMMS, ESSENTIAL COMMS SKILLS BOOSTER, ESSENTIAL MEDIA RELATIONS and ESSENTIAL VIDEO SKILLS REBOOTED.