Video consumption habits are shifting once again, and this time, it is in a direction many marketers might not have expected. Short-form content remains dominant across social platforms, but there is now a clear trend towards slightly longer short videos, particularly those over one minute in length.

Recent data from Buffer suggests that platforms like TikTok, Instagram, and YouTube are encouraging longer short videos, and audiences are responding with increased engagement. For marketers and content creators, this shift presents an opportunity to rethink video strategy and experiment with new formats to maximise reach.

The Rise of the Longer Short Video

Historically, the sweet spot for short-form videos was between 30 and 60 seconds. TikTok, Instagram Reels, and YouTube Shorts all pushed for snappy, attention-grabbing content designed to hook viewers instantly. However, recent platform updates and data trends indicate that longer videos are now outperforming their shorter counterparts.

A study by Buffer, analysing over 1.1 million TikTok videos, found that clips over one minute in length received:

• 43.2% more reach than those in the 30 to 60-second range
• 70.3% more reach than those in the 10 to 30-second range
• 95.7% more reach than those in the 5 to 10-second range

More significantly, longer videos also retained viewers’ attention for longer, with a 63.8% increase in watch time compared to videos between 30 and 60 seconds.

This shift is not exclusive to TikTok. Instagram recently extended Reels to three minutes after initially capping them at 90 seconds. YouTube Shorts has also made three-minute videos eligible for its Shorts feed, reinforcing the industry-wide push towards slightly longer content.

Why Are Longer Short Videos Performing Better?

Several factors are driving the success of longer short videos, and understanding them can help marketers refine their content strategy.

Platform Algorithms Prioritise Watch Time

Social media platforms reward content that keeps users engaged for longer periods. Since watch time is a key ranking factor for TikTok, Instagram, and YouTube, longer videos that retain viewers tend to be surfaced to more users. This creates a positive feedback loop, where increased visibility leads to more engagement and further algorithmic promotion.

Less Competition in the Longer Video Space

Despite TikTok allowing videos up to 10 minutes long, the majority of creators still produce shorter content. Buffer’s study found that:

• 86% of videos on TikTok are under a minute
• Only 12.3% of videos are between one and 10 minutes

This means that creators willing to experiment with longer videos face less competition in that segment, increasing the likelihood of their content being discovered.

More Time to Build a Narrative

Short-form videos often struggle with depth, as creators must condense information into a brief timeframe. With slightly longer videos, there is more room for storytelling, education, or detailed explanations, which can boost engagement. Formats such as tutorials, storytimes, and step-by-step processes naturally lend themselves to longer durations.

Changing Viewer Behaviour

While short videos remain popular, audiences seem more willing to engage with content that provides value, even if it takes longer to consume. The assumption that attention spans are shrinking may not be entirely accurate. People will watch longer videos if they find them compelling.

Should You Extend Your Video Length?

Not every video needs to be over a minute, and length alone will not guarantee success. The key is to balance duration with content quality and engagement strategies.

Here is how to make the most of this trend:

1. Hook Viewers in the First Two Seconds

Viewers decide almost instantly whether to keep watching. Strong opening moments, such as a bold statement, intriguing question, or unexpected visual, can significantly impact retention.

2. Use Captions and On-Screen Text

Many users scroll with sound off, so adding captions can improve engagement. Captions also help with accessibility and can boost discoverability by providing context for TikTok’s search algorithm.

3. Keep the Pacing Fast

Even if a video is longer, it should still feel dynamic. Quick cuts, smooth transitions, and varied visuals can help maintain interest throughout.

4. Include a Clear Call to Action

Encouraging viewers to comment, share, or follow increases interaction, which signals to the algorithm that the content is engaging. Tailor CTAs to be specific and community-driven, rather than generic.

5. Post Consistently

Regular posting helps build audience expectations and increases the chances of content being picked up by the algorithm. A predictable schedule, whether daily or weekly, can contribute to long-term growth.

While shorter videos still dominate TikTok and other platforms, the rise of slightly longer content offers a strategic opportunity for brands and creators. Videos over a minute long are seeing increased reach and watch time, suggesting that audiences are open to deeper engagement, provided the content remains compelling.

For marketers looking to refine their video strategy, now is the time to experiment. Test different video lengths, analyse performance metrics, and adapt based on what resonates with your audience. The platforms are evolving, and staying ahead of these shifts can give your content the edge it needs to stand out.