What is the ideal length of a video on each platform

Videos are one of the strongest marketing trends you are probably already familiar with. But that’s not all? What is the ideal length for a video? Find out the best option for Facebook, Instagram, WhatsApp, YouTube and Twitter.

In the past, it was difficult to load videos. Today, the increase in the speed of networks allows the user to consume audiovisual content anywhere and at any time.

Thanks to this, they represent today a great promise for the digital marketing .

According to the Cisco Visual Networking Index, just to give you an idea, videos will account for 80% of total internet traffic in 2020.

In more concrete figures, this represents 3 billion minutes of videos per month. Five million years of audiovisual content consumed per month!

Sounds scary, doesn’t it? But put your chin in its place, because here we have some other valuable data about this content format in the business world.

  • 18 is the average number of videos posted by companies each month.
  • Videos generate 66% more qualified leads per year.
  • The videos show a 54% increase in brand awareness.
  • 83% of businesses report having a good ROI with using videos.

And some useful numbers about users:

  • 41% of people watch one or more videos per day.
  • 50% of people search for a video before making a purchase.
  • 79% of users prefer to watch a video to learn more about a product.
  • 43% of users want to see more video content in 2018.

With all of this information in mind, it would be amazing if you continued to deny this trend.

In the face of so much hype, other questions come to mind. For example: what is the ideal length for videos?

Sure this we will deal with in this post.

Then find out which is the best video extension on different platforms and love your audience with this resource. Check that out!

Why is it important to keep the length of videos in mind?

But first, let’s talk a little bit about the reasons we are worried about the length of videos.

It might sound obvious, but a lot of people don’t know how important this element is to the public.

The first point is retention rate.

Basically, that represents how many people watch the content until the end. If you intend to forward a message to users, this is an important setting to follow.

In addition, there are two factors.

Attraction is another metric that reveals the importance of video duration.

Often, depending on the topic and with the audience, it is necessary to invest in shorter or more complete videos.

Likewise is the convenience of the user.

To give you an idea of ​​the power of mobility, more than half of videos on YouTube are viewed on mobile devices.

And as you know, the mobile internet is a valuable resource. In this way, the extension of videos must adapt to the reality of their audience.

But how do you know all this?

Obviously through the data collected! Analyzing metrics will tell you what is the best length of your videos.

However, remember: these factors are flexible and vary with each business.

What is the ideal length of videos for each platform?

Now I suggest an exercise.

Put yourself in the user’s shoes and ask yourself the following question: “Finally, how long do you want your videos to last?”.

Complicated answer, do you think? At the end of the day, it will all depend on the degree of interest, the timing, the device, the needs, and it is.

Thus, many elements influence the consumption decision.

It is therefore important to specify that there is no tax rule on the size of videos on the Internet.

In addition, it is also necessary to adapt to the objectives and strategy of the company.

According to HubSpot, videos under 90 seconds have a retention rate of 57%, while those over 30 minutes have only 10%.

But, on the other hand, it may be more interesting for the company to keep only a small sum, as long as it is qualified.

A video course that explains how your product works may generate fewer visualizations, but it will generate more sales, for example.

The format is also important.

Explanatory, testimony, demonstrative, funny. There are several options available. You can check some of them in this content.

Additionally, we need to be clear about the topic, which also influences the user’s uptime.

However, there are several research that facilitate the work of entrepreneurs by stipulating an average duration that gives the best results for each of the main tools available on the Web.

Are we going to know these numbers?


  • Possible duration: up to 1 minute
  • Ideal duration: 30 seconds
  • Curiosity: the Instagram videos generate twice as much engagement as photos taken on other social media.

One of the most popular applications, Instagram presents a highcommitment rates.

The big difference with the app is that unlike other media, the focus is on the visual. Thanks to this, the movement is faster than on any other social network.

In other words, consuming content on Instagram is fast. This means your videos should be short, averaging 30 seconds.

Here it is worth betting on interactions, that is, fun and eye-catching videos that grab the user.

Otherwise, you will continue your journey without paying much attention to your message.

Instagram stories

  • Possible duration: up to 15 seconds
  • Ideal duration: 15 seconds
  • Curiosity: 35% of Instagram users see and create videos in articles

One of the resources put in place after Facebook’s acquisition of Instagram is Stories, a replica of the popular Snapchat format.

In this model, the maximum size and the ideal size are the same. On their own, they are short and generate a good compromise on the part of the user.

The videos here are more informal, usually showing people behind a business. Don’t be afraid to show your face to your supporters!


  • Maximum duration: up to 12 hours
  • Ideal duration: 2 minutes
  • Curiosity: every day, more than 1 million hours of videos are watched on YouTube.

Although the duration of a video on YouTube by default is 15 minutes, you can increase this limit by consulting your account.

With this, the maximum duration becomes 12 hours.

To explain the ideal length on YouTube, let’s think about the great advantage of the social network: personalization.

The user is free to browse their favorite content at any time. He’s the one with the address.

This is all the more important on YouTube, a platform on which the user is surrounded by other video content options.

For this reason, instead of just creating one long video with various explanations, try to focus on playlists and break it down into smaller content.

In this way, the user has the possibility to choose to see them in the sequence and at the desired time.


  • Maximum duration: up to 4 hours
  • Ideal duration: 1 minute
  • Curiosity: 85% of Facebook users watch the video without sound

Despite a considerable maximum duration, videos on facebook have a better engagement rate when they have an average of one minute.

The explanation is simple.

While browsing your news feed, the user wants to absorb a large amount of information and not focus on single content for long hours.

The expression snack is perfect for drawing an analogy with Facebook videos.

Users use social media during working hours, in the bank queue or occasionally when chatting with friends.

When browsing Mark Zuckerberg’s main social network, the goal is to sample appetizers.

None of this prevents you from prompting the user to consume larger content at another time.

A suggestion: the practice is not valid for live videos which, due to their power of engagement and participation, can be longer.


  • Maximum duration: up to 10 minutes
  • Ideal duration: between 30 seconds and 5 minutes
  • Curiosity: employees are on average 75% more likely to watch a video than to read emails, documents or articles on the web.

The business oriented social network has the greatest margin ofadvised time difference.

This is because the longest and shortest videos can be used to delight subscribers.

The important thing is to keep in mind that each segment and theme has its own characteristics.

Educational videos can last longer, while Quick Tips also adapt to the platform.

Thanks to this variable, it is recommended to remain attentive to the numbers in order to adapt to the audience.


  • Maximum duration: up to 2 minutes and 20 seconds
  • Ideal duration: 45 seconds
  • Curiosity: 93% of videos on Twitter are consumed through mobile devices

Twitter has a character limit. It is not for nothing that it is also called microblog.

This has a reason: it is a social network of fast consumption.

For this reason, videos also tend to average 45 seconds.

These are quick updates, which should go straight to the target, just like the texts.

Among the main social networks, Twitter is the only one which offers the possibility to the user to choose the relevance of the algorithm or the chronological order.

Then when you choose the 2nd format, your content will surely reach them.

So, take this opportunity and keep the line offered by the platform: be concise when transmitting your message.


  • Maximum duration: up to 3 minutes
  • Ideal duration: 1 minute and 30 seconds
  • Curiosity: 1 billion videos are shared on WhatsApp every day

WhatsApp does not exactly have a maximum time since it is a question of sending files.

The limit is variable, it depends on the size of the file, but in general the longest duration is around 1 minute and 30 seconds.

In this context, it is worth investing in registered transmission lists. Formats and themes may vary depending on business needs.

That’s it! Now you know the ideal length of videos for each of the major platforms on the web and you are ready to extract the maximum potential from this resource.

If you have any other questions, let them know in the comment box below. We will get back to you as soon as possible to resolve all your questions.