Optimal video length by platform and funnel stage.
Inputs
Recommended length
Optimal length—
Platform max
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First-second hook
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CTA timing
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About this tool
Video length is the most-debated and least-tested variable in performance creative. Operators argue for 6 seconds vs 30 seconds without ever running A/B tests at meaningful scale. The honest answer: length should match platform behavior, funnel stage, and product complexity.
This tool combines three inputs to recommend a length range: platform (TikTok behaves differently from YouTube), funnel stage (cold traffic needs faster value than retargeting), and product complexity (a $30 t-shirt needs less explanation than a $200 sleep mask).
The first-second hook matters more than total length on TikTok and Reels. Users decide whether to watch in 0.5-1.5 seconds — if your hook fails, total length is irrelevant. Plan first-second visual + hook copy carefully.
Pair with the Hook Rate Calculator (measures hook performance) and the Cost Per View Calculator (per-view economics). Most operators benefit from testing 3 lengths per platform/stage combo and letting data decide rather than gut-feel optimal.
Frequently asked questions
How long should a TikTok ad be?
9-15 seconds for cold traffic, 15-30 for consideration, 30-60 for storytelling/brand. Above 60s completion rates drop sharply. Sweet spot for performance ads is 9-15s.
What about Reels?
7-15 seconds. Reels users scroll fast — first second matters more than total length. Below 5s feels rushed; above 30s loses audience.
Meta Feed video length?
15-30 seconds for direct response. 60-90s for consideration. Stories: 6-10s per frame, max 15s total before completion drops off.
YouTube TrueView?
15-30 seconds for skippable in-stream — most users skip after 5 seconds, so deliver the hook fast. 6-second bumpers for awareness. 60-90s for consideration when you need to tell a story.
Should I always be shorter?
No. Longer videos work for higher-AOV considered purchases where customers need more information. The rule isn't "shorter wins" — it's "match length to information density needed for the buying decision."