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TikTok used to be simple. You had fifteen seconds to dance, point at floating text, or lip-sync to a sped-up version of a Top 40 hit. That was it. But walk into any social media marketing meeting today and you'll hear a dozen conflicting opinions. Some say keep it under seven seconds for the "loop" effect. Others swear that if you aren't hitting the ten-minute mark, you're leaving money on the table.
So, how long should a tiktok video be? Honestly, the answer is annoying: it depends.
But it doesn't depend on "vibes" or luck. It depends on a specific calculation of watch time, completion rate, and the specific niche you’re trying to dominate. TikTok isn’t just a "short-form" app anymore. It’s a search engine, a streaming platform, and a shopping mall rolled into one. If you're still treating every video like it's 2020, you're basically shouting into a void.
The sweet spot is moving—and it's getting longer
For a long time, the golden rule was "the shorter, the better." This was back when the algorithm prioritized completion rate above everything else. If your video was 6 seconds long, people were almost guaranteed to finish it, which signaled to TikTok that the content was "good."
Things changed.
TikTok’s current CEO, Shou Zi Chew, has overseen a massive push toward longer-form content to compete directly with YouTube. We’ve seen the limit climb from 60 seconds to three minutes, then ten, and now testing for 30-minute uploads. Why? Because longer videos keep users on the app longer. Ads can be served more effectively.
Data from social analytics firms like Adobe and Sprout Social suggests that videos between 21 and 34 seconds are currently seeing a massive lift in engagement. It’s the "Goldilocks" zone. It's long enough to provide actual value—like a quick recipe or a punchy news update—but short enough that people don't lose interest and swipe away. If you go under 10 seconds, you better have a world-class hook, or the algorithm might categorize it as "low effort."
Understanding the "Watch Time" vs. "Completion Rate" Trap
Let's get technical for a second. TikTok’s recommendation engine (the FYP) looks at two primary metrics to decide if your video deserves 1 million views or 200 views.
First is the Completion Rate. This is the percentage of people who watched the whole thing. For a 10-second video, you really want this to be north of 60%.
Second is Total Watch Time. This is the cumulative minutes spent on your video.
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Here is where it gets tricky. If you make a 10-minute video and people watch 3 minutes of it, your completion rate is "bad" (only 30%), but your total watch time is massive. TikTok loves that. They reward you for keeping someone's eyeballs glued to the screen for three minutes straight. Conversely, if you make a 7-second video and everyone watches it twice, you have a 200% completion rate, but very little total watch time.
Which one wins?
In 2026, the algorithm is leaning toward watch time. If you can hold an audience for over a minute, TikTok will push your content to a more "mature" audience that spends more money. That's the secret. Business accounts and creators looking for high-ticket sponsorships should aim for 60 to 90 seconds. If you're just hunting for viral memes or quick laughs, stick to the 15-second range.
Why 15 seconds still kills it for entertainment
Short videos aren't dead. Not even close. For comedy, "POV" sketches, and trend participation, the 11–17 second window is still the king of the hill. Think about the "Coastal Grandmother" trend or the "Tube Girl" confidence walks. These didn't need three minutes of exposition. They needed energy, a good beat, and a quick payoff.
If you’re doing a trend, don't overstay your welcome. Get in, hit the joke, and get out.
The Rise of "Searchable" TikToks
People are using TikTok like Google. If you search "how to fix a leaky faucet" or "best skincare for dry skin," you aren't looking for a 7-second clip of someone dancing next to a bottle of moisturizer. You want information.
For educational content, the question of how long should a tiktok video be becomes a question of "how long does it take to explain this clearly?"
- Tutorials: Usually 45–90 seconds.
- Deep Dives/Storytimes: 2–3 minutes.
- Product Reviews: 60 seconds.
The "Storytime" genre is a perfect example of why length matters. Creators like Reesa Teesa proved that if the story is gripping, people will watch 50 parts of 10-minute videos. The "hook" is what matters most. You have about 1.5 seconds to convince a user not to swipe. If your hook is "How I accidentally joined a cult," I don't care if the video is 15 minutes long—I'm staying.
The "Part 2" mistake
Stop doing it. Please. Unless your video is actually ten minutes long and you physically can't fit it in one upload, do not split a 2-minute story into two parts. Users hate it. It feels like engagement bait. With the increased limits, there is almost no reason to force a Part 2 anymore. Just make the video as long as it needs to be.
Does your niche change the rules?
Absolutely. Not all corners of TikTok are created equal.
If you're in the Gaming niche, you can get away with longer clips. High-intensity 2-minute "clutch" moments in Valorant or Call of Duty perform well because the tension keeps people watching.
In Beauty and Lifestyle, there's a trend toward "ASMR Get Ready With Me" (GRWM) videos. These are often 60 to 90 seconds. The pacing is slower. The sound of the makeup brushes and the clicking of lids provides a sensory experience that requires a longer duration to be effective.
Business and Finance creators usually need more time to build authority. You can't explain the nuances of a Roth IRA in 10 seconds without sounding like a scammer. Taking 60 to 120 seconds allows you to use text overlays, show charts, and build a relationship with the viewer.
How to structure a video for maximum retention
Since we know the algorithm wants watch time, you have to "engineer" your video length. Don't just ramble.
Start with a Hard Hook. This is a visual or verbal statement that stops the scroll.
- "Don't buy this house until you see this."
- "I found the perfect dupe for..."
- "This is why your sourdough isn't rising."
Next, move into the Meat. This is where the length comes from. If you're aiming for a 60-second video, this section should be about 40 seconds of high-density information or entertainment. Avoid "filler" words. Cut out the breaths between sentences. Use "jump cuts" to keep the visual pace fast, even if the topic is slow.
Finally, the CTA (Call to Action). Keep this under 5 seconds. If you spend 20 seconds asking people to follow you, they will swipe away before the video ends, which kills your completion rate right at the finish line.
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Testing your own "Ideal Length"
You can't just take my word for it. You need to look at your own data.
Open your TikTok Analytics. Look at the "Watched Full Video" percentage for your last ten posts. If your 15-second videos have a 70% completion rate but your 60-second videos have a 5% completion rate, your audience is telling you they want the "Short-Quick-Funny" version of you.
However, if those 60-second videos are getting more "Shares" and "Saves," keep making them. Shares and Saves are high-value signals. They tell TikTok that your content is so good that people want to keep it or show it to a friend. Often, a 60-second educational video will get fewer "Likes" but 10x more "Saves" than a 15-second dance.
What's actually happening in 2026?
We are seeing a stabilization. The "Short-form war" between Reels, Shorts, and TikTok has led to a place where "Mid-form" is actually the winner.
The myth that "Gen Z has no attention span" is being debunked every day. They have a high filter for boring content, but they have a massive attention span for content that resonates. Look at the success of video essays. Look at the way "Subway Surfers" split-screen videos have faded—users don't need the constant second stream of stimulation if the primary video is actually good.
The reality is that "How long should a tiktok video be?" is the wrong question.
The right question is: "How much time does it take to deliver the promise of my hook?"
If you promise a "Life-changing 3-ingredient pasta," and it takes you 22 seconds to show it, that’s the perfect length. If you drag it out to 3 minutes, you’re dead. If you rush it into 6 seconds and I can't see the ingredients, you’ve failed.
Actionable Steps for your next upload
Forget about trying to hit a "magic number" like exactly 11.2 seconds. Instead, follow this workflow for your next three videos to find your own sweet spot.
1. Create three versions of the same concept.
Try a "Micro" version (15 seconds), a "Standard" version (35 seconds), and a "Deep Dive" version (Over 60 seconds). Post them a few days apart.
2. Focus on the "Drop-off" point.
Check your analytics "Retention" graph. If you see a giant cliff where 80% of people leave at the 5-second mark, your intro is the problem, not the length. If the line is a slow, steady decline, your content is likely too slow-paced for the length you chose.
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3. Use the "In-App" tools for longer videos.
If you are going over 60 seconds, use TikTok’s built-in "Auto-cut" or "Beats" features to ensure the transitions stay snappy. Longer videos need more visual "re-hooks" (text popping up, zooming in, changing camera angles) every 3-5 seconds to keep the brain engaged.
4. Prioritize the "Save" for long-form.
If you're going long, make sure the information is "Save-worthy." Lists, step-by-step instructions, or "Hidden gems" locations work best for this. If someone saves your video, the algorithm essentially ignores a lower completion rate because the save is such a strong "Intent" signal.
The landscape is changing. Don't be afraid to take up space. The days of being terrified of the 60-second mark are over. If you have something worth saying, take the time to say it. Just make sure you start with a bang.