Longer short-form videos are now attracting more engagement across major social media platforms.
We’re seeing a clear behavioral shift in how people consume short-form video. Until recently, “short” mostly meant 30 to 60 seconds. That’s changing. Today, 3-minute videos are performing better, in terms of reach and in actual watch time. That means your audience is ready for more substance, if it’s relevant and delivered sharply.
Platforms are aware of this and are building around it. In January, Instagram extended the maximum length of Reels to 3 minutes. This came after earlier performance data showed that videos longer than 90 seconds weren’t as effective. Now that’s flipped. YouTube Shorts also opened its feed to 3-minute uploads. These decisions are driven by user behavior. More time spent on a video sends a strong positive signal to the platform’s algorithm. That gets your content in front of more people.
Executives building brand presence online or scaling direct-to-consumer video strategies should take this seriously. Content length directly affects algorithmic performance. Longer videos mean more time to communicate value, but staying crisp and engaging is non-negotiable. You can’t just stretch content and expect better results. You have to earn and sustain attention.
This trend doesn’t mean we’re heading back to traditional long-form video. Users still expect fast content. What they want now is tighter storytelling, more meaningful content, and just enough time to absorb a message without it feeling rushed. If you’re leading a product, marketing, or brand team, invest in video formats that balance depth and precision. This also means updating the team’s creative assumptions. What worked at 30 seconds may not translate to 3 minutes, it might require isolation of core ideas or tighter execution. Assume the bar is higher, not longer.
A 2023 Buffer study that examined 1.1 million TikTok videos found that videos longer than one minute delivered 63.8% more watch time compared to those between 30 and 60 seconds.
Key takeaways for decision-makers
- Longer videos boost engagement: Audiences now prefer 3-minute videos over shorter formats, driving higher watch time and reach across platforms like TikTok, Instagram, and YouTube. Leaders should invest in more substantial short-form content that delivers value without sacrificing clarity.
- Platforms are adapting fast: Instagram and YouTube have updated their video length policies in response to shifting user behavior, signaling a long-term format evolution. Decision-makers should reassess video guidelines and creative briefs to align with this new engagement window.
- Algorithms reward longer watch time: TikTok’s algorithm prioritizes videos that generate sustained engagement, reinforcing the performance advantage of longer clips. Strategists should optimize content length to balance depth and retention, improving visibility and reach.
- Creative teams must recalibrate: Success with longer videos depends on content quality, not just duration. Leaders should guide teams to tighten storytelling within the 3-minute range, focusing on pacing, clarity, and audience value to compete effectively in evolving feeds.
