TikTok, the quintessential short-video platform, is evolving. While ultra-brief clips once reigned supreme, a new trend is emerging: longer videos are capturing more user attention. A March 17, 2025 study by Buffer, based on an analysis of 1.1 million TikTok videos, shows that content exceeding one minute delivers impressive performance in terms of views and watch time. This article explores why longer videos are gaining traction, how they influence the algorithm, and what this means for creators. Let’s dive into the numbers and strategies to optimize your TikTok presence in 2025.
Why Are Longer TikTok Videos Performing Better?
A Data-Driven Analysis
Buffer analyzed over one million videos posted through its platform. The results speak for themselves: 86% of TikTok videos are under a minute, but those exceeding this threshold achieve 43.2% more reach and 63.8% more watch time. These figures indicate that users are no longer just consuming content quickly. They’re lingering on more substantial content. This shift reflects changing viewing habits and evolving priorities in TikTok’s algorithm.
Evolving User Preferences
TikTok once thrived on brevity to grab attention. Videos lasting 15 to 30 seconds dominated. Today, viewers seek richer experiences. They want detailed stories, in-depth tutorials, or comprehensive analyses. Longer videos meet this demand by offering more substance, allowing creators to flesh out ideas without being confined to mere seconds. This trend aligns with users’ growing desire for added value.
The Role of TikTok’s Algorithm
TikTok’s algorithm prioritizes watch time. A longer video that keeps viewers engaged sends a positive signal. It suggests the content is compelling and worth promoting. By contrast, a short video, even if viral, may lose relevance if users quickly move on. Creators adopting longer formats leverage this mechanism to boost their visibility on the “For You” page.
Short Videos Still Dominate in Volume
A Majority of Ultra-Brief Content
Despite the rise of longer videos, short clips remain the majority. According to Buffer, 86% of videos posted on TikTok are under 60 seconds. This dominance stems from their ease of creation and consumption. Users can produce short videos quickly and watch them in a flash. However, this abundance doesn’t guarantee top performance. The data shows that quantity doesn’t outshine quality in terms of impact.
Why Short Videos Are Losing Ground
Short videos excel at immediacy, grabbing attention in seconds. But they struggle to sustain engagement over time. Once they end, viewers swipe without a second thought. In contrast, longer videos forge a deeper connection, offering complete narratives or detailed information. This depth builds loyalty and boosts the likelihood of shares or comments.
The Advantages of Longer Videos for TikTok Creators
More Views and Better Engagement
Buffer’s data reveals a clear edge: videos over one minute attract 43.2% more reach. They also generate 63.8% additional watch time. This impact translates to greater exposure. Creators reach a wider audience and increase interactions like likes and comments. A well-executed long video becomes a powerful tool for building a community.
An Ideal Format for Storytelling
Longer videos enable captivating storytelling, providing space for a beginning, middle, and end. Creators use this format to share personal experiences or complex tips. For example, a makeup tutorial gains clarity with detailed steps. An anecdote becomes more immersive with context. This narrative potential enhances the appeal of long-form content.
An Opportunity for Brands
Businesses also benefit from longer videos. They can showcase products in depth, explain their values, or offer behind-the-scenes looks. A 90-second product launch video engages more than a 15-second clip. Brands mastering this format stand out, turning viewers into potential customers with informative, compelling content.
How to Succeed with a Longer TikTok Video?
Start Strong with a Powerful Hook
A long video must hook viewers in the first few seconds. Users decide quickly whether to stay or swipe. Use an intriguing question or a striking visual. For example, “Are you making this mistake with your plants?” grabs attention instantly. A strong hook sets the stage for full viewership, encouraging viewers to invest their time.
Keep Interest Throughout
Once you’ve captured attention, hold it. Structure your video with clear segments, blending information, humor, and striking visuals. Avoid unnecessary filler. Every second counts to keep viewers engaged. A dynamic pace prevents boredom. Test your ideas with friends to refine editing before posting.
Optimize for the Algorithm
To maximize reach, include relevant keywords. Add hashtags like #TikTokTips or #StoryTime to help the algorithm categorize your content. Encourage interaction, too. Ask a question at the end to spark comments. The more users engage, the more TikTok promotes your video.
The Limits of Longer TikTok Videos
A Risk of Disinterest
Not all long videos succeed. Poorly structured content loses viewers fast. If the information drags or lacks appeal, people leave. A three-minute video with no value hurts your reputation. Prioritize quality over length. A captivating one-minute video beats a dull five-minute one.
More Demanding Production
Creating a long video takes time. You plan more, shoot more footage, and face complex editing. Unlike spontaneous short clips, longer formats demand thorough preparation. Creators must invest in equipment and skills to compete.
What’s the Ideal Length for Your TikTok Videos?
Data Guides, But Doesn’t Dictate
Buffer doesn’t pinpoint a magic length. Videos over one minute perform better on average. Yet every topic varies. A hilarious meme shines in 20 seconds. A cooking tutorial thrives at three minutes. Analyze your own stats. Identify what resonates with your audience. Tailor your strategy accordingly.
Test and Refine Your Approach
Experiment with different lengths. Post a 30-second video, then a two-minute one. Compare views and watch time. TikTok Analytics shows what works. Adjust future content based on these insights. Flexibility is key to staying relevant on an ever-changing platform.
The Future of TikTok: Toward Longer Content?
A Platform in Transition
TikTok is drifting from its roots. Once capped at 15 seconds, the platform now allows 10-minute videos. This expansion signals an ambition: to rival YouTube. Users want more than fleeting entertainment. They seek educational or narrative content. Longer videos fit this vision.
An Opportunity for Visionary Creators
Creators embracing this shift thrive. They explore innovative formats and retain audiences with series or in-depth explanations. Those stuck on short clips risk stagnation. Anticipate this trend. Position yourself as a pioneer of long-form content on TikTok.
Conclusion: Longer Videos, a Strength to Leverage
Longer TikTok videos are reshaping the game. They outperform short clips in reach and engagement, per Buffer’s data. Creators daring to exceed one minute capture an audience hungry for rich content. Success, however, demands a clear strategy: a gripping hook, sustained momentum, and smart optimization. Test this format. Analyze your results. Adapt to this evolution. In 2025, longer videos could be your best tool to boost your TikTok views.
