Wondering what the best video length for your social media videos is in 2021? You’re in the right place. Because in this guide, we’ll dive deep into video length best practices for all important social media platforms including TikTok, Facebook, Instagram and more.
Ready to create videos with optimal lengths for your audience on social media?
Let’s get on with it.
Video Length Best Practices for 2021: Categorized by Social Media Platform
Why You Need to Know Video Length Best Practices
First, let’s get this straight in case you’re having any second thoughts: you need to add video production to your marketing strategy.
Not only because 87% of the marketers are tapping into video as a marketing tool, but because your consumers expect to see more video content from you. In fact, over half, 54% of the consumers to be specific, want to see more videos from businesses.
However, there’s more that goes into video marketing than simply churning out videos after videos.
Here are just three of the most essential aspects of video production:
Tap into different types of video to get your viewer’s attention.
Experiment with tutorials, webinars, video ads, social media videos, explainer video content as well as promo videos and live streams. This way, you can tell what hold’s your audience’s attention best.
Understand the right length for your video.
Essentially, the optimal video length depends on its use case, the industry you are in, the channel where the video will live, and which part of the marketing and sales funnel the video content belongs to.
So, a video that’s lower down in your marketing funnel is going to be longer than one that’s at the top of the funnel. Similarly, your live streams can be long, but home page videos need to be quick at getting to the key message.
Understand the relationship between video length and engagement rate.
Again, this depends on the video’s use case and where it’s in the marketing and sales funnels. But, the key is to create videos that get straight to the point and engage viewers from the get-go. This is how you can ensure good completion rates.
In short, finding out the ideal length for your online video, therefore, takes a lot of work (and experimenting).
The good news is that we’ve got your back as we share video length best practices to give you rough benchmarks to keep in mind.
And, two, while you obsess over the ideal video length, Visme helps you do the rest of the legwork by giving you video templates. This way, you can experiment while spending only a few minutes on creating video content since you don’t have to start from scratch.
Here’s a pool of video templates from Visme, with this one being my favorite:
With the basics out of the way, let’s dig into the ideal video length for each social media platform individually.
Facebook Video Length
Marketers don’t need research or numbers to prove that Facebook video has been all the rage on the social platform lately.
If you’ve found yourself stopping to watch Tasty’s videos even if you aren’t into cooking (don’t worry, I’m the same. We’ll keep that as our little secret), then you know that video is doing great.
In fact, 15% of all content on Facebook is video. There, now we’ve a number proving it too.
On top of that, engagement on Facebook videos is also high with video posts getting an average of 59% more engagement than other post types.
So what makes the optimal video length here? Here you go:
- The ideal Facebook story video length is up 20 seconds.
- The ideal length for an organic Facebook video post is somewhere between 24 to 90 seconds.
- The optimal length for a Facebook ad is around 15 seconds or less preferably. The shorter the ad, the better its completion rate.
- Lastly, live streams are best as longer videos. The reason? It takes time for viewers to join and engage with your live stream.
That said, let’s give you some video length best practices for Facebook video content.
Facebook Video Tips
Make sure that you live stream for at least 10 minutes.
Yes, that’s because you want your target audience to join you in that time, but also because post the 10-min mark, Facebook notifies your audience that you’re live.
Always add captions to your social media videos.
85% (!) of Facebook users tend to watch videos on the platform without sound. After all, not everybody has their earphones handy. The solution? Always add captions to your videos so you can maximize the odds of getting viewers to continue watching your video.
Upload a video natively to the platform than sharing a link.
It’s always a good idea to share a YouTube video link. Saves you time and all that. But the Facebook algorithm favors native video content. So walking this extra mile will help you improve your video engagement in addition to the occasional please-watch-my-video-till-the-end prayer.
Mention your brand within three seconds of a Facebook video ad.
Lastly, be quick about featuring your brand in an ad no matter how badly you feel the desire to develop some suspense. Why? Because Facebook says 23% of the consumers are likely to remember which brand made a video if it was mentioned within the first three seconds of the video.
Here’s more on creating compelling video ad funnel content for your Facebook account.
Instagram Video Length
Foremost a visual platform, you’ll need to double down on creating video content for Instagram that’s both creative and high quality.
Look at this video from Amazon to see how it checks off both quality and creativity.
View this post on Instagram
Not feeling particularly inspired? Pick a video template and share it as your Instagram story video. Here’s one, for instance.