TikTok was launched as a groundbreaking social media platform that focused on short-form video content. TikTok users were only allowed 15 seconds to show off their creative skills, share their thoughts or opinions, or share the funny videos they produced.
The innovative app was an instant hit when it was made available in the West back in the late 2010s, and other platforms quickly moved to add similar features. Not everyone was thrilled with the 15-second limit on TikTok videos, though. Brands, in particular, found it extremely difficult to get their messages across in such a short amount of time.
The maximum length was quickly changed to 60 seconds, and the limit has been increased several times since then. Where does it stand now?
Time Limits on TikTok Posts
The maximum length of videos uploaded to TikTok was set at three minutes in 2021, but that still wasn’t enough for many users, especially those who wanted to use new features like Stitches (which allow users to attach their own video response or reaction to someone else’s TikTok).
The app immediately began beta testing a five-minute limit, and the following year, the maximum running time of TikTok content was increased to 10 minutes. That’s still the longest that a posted video can run — if you’ve created the content in the app.
You can get around that time limit, though.
Users who record or create TikTok videos on their own (for example, with the video recorder on their phone or with a video camera) and then upload the content to the app for editing and posting can go much longer. Outside video uploaded to TikTok can last as long as an hour, although this feature may not yet be available in some parts of the world).
What’s the Best Length for a TikTok Video?
There’s no “right” answer to that question. The right length depends not only on what the user wants to do or say in their vid, but the goals they’re trying to accomplish.
Research provides these tidbits that may help you decide how long to make your content.
- Videos running between 1½ and 2 minutes receive the most views.
- Those 1½-2 minute videos also generate the most viewer engagement.
- Most brands have found that videos of 40-50 seconds produce the best results.
Whichever length you choose, remember that well-produced, high-quality content that’s punchy and right to the point will always perform best. Take plenty of time to plan your video and execute it properly, and you’ll have the best chance of boosting engagement and attracting new TikTok fans.
About the Author
Peter Hasselworth is a contributor at iDigic, sharing valuable insights about Instagram growth and social media marketing strategies.