Image source: buffer.com
Executive Summary:
A new shift in video consumption trends on TikTok and other platforms suggests that slightly longer short-form videos—specifically those over one minute—are gaining more traction than their shorter counterparts.
Recent data from Buffer’s analysis of 1.1 million TikTok clips reveals that videos exceeding one minute generate 63.8% more watch time than those in the 30-60 second range. This trend aligns with similar shifts on other social platforms: Instagram extended Reels to 3 minutes in January 2025, and YouTube Shorts now allows 3-minute clips, indicating that audiences are engaging more with longer, but still bite-sized, content.
This increase in watch time positively signals TikTok’s algorithm, likely leading to greater reach and visibility. While TikTok allows uploads of up to 10 minutes, the data suggests that creators should focus on 1-3 minute videos rather than ultra-short clips to maximize engagement.
For content creators and marketers, this presents an opportunity to experiment with slightly longer storytelling, tutorials, and in-depth content while still maintaining TikTok’s signature fast-paced style. As audience preferences evolve, adapting to this trend could help boost visibility and engagement on the platform.
Read Buffer’s full study report here.
