Right, enough of the suspense: the ideal length of a promotional video naturally depends on the platform, the objective and, above all, its ability to hold the viewer’s attention. So it’s not true, except when it is. Are you with me?
A myth that persists (thanks, TikTok!)
The idea that a video should be less than a minute long stems largely from TikTok, where the short-form format (15–60 seconds, or even less than 15 seconds) remains the most effective way to gain new followers.
However, the strategy that works best in 2026 is a hybrid one:
- short-form content to attract new subscribers (the so-called ‘snack content’)
- longer-form content to retain an existing audience and build a relationship of trust. This is what we call ‘slow content’. And let’s be honest: a bit of calm and a more in-depth exploration of topics does us good too.
Short videos for scrolling through on social media
Nowadays, most social media platforms offer several formats for posting an image or a video.
For example, on a Facebook news feed, videos lasting 1 to 2 minutes (3 at most) are effective at holding the audience’s attention. For adverts, the aim is to keep them between 15 and 30 seconds long to immediately grab the attention of users whilst they’re scrolling. Reels – these short, vertical formats – are well suited to videos under 1 minute. However, live videos can easily run for more than 10 minutes without any issues. Their notification system needs time to alert viewers and gather an audience.
On Instagram, depending on the format, a duration of less than 1 minute is generally recommended. Reels under 15 seconds help maximise loop view rates and shares. However, a mini-tutorial, for example, can be up to 45 seconds, or even a minute, long. Stories achieve better completion rates with short formats of 12 to 15 seconds.
On LinkedIn, it is generally recommended to post videos that are less than a minute long.
Snack content: quick, light and mobile-friendly
These impactful videos are actually specifically designed for quick viewing on mobile devices. They form part of what is known as ‘snack content’. Their aim is to grab attention quickly in order to generate spontaneous interaction: likes, shares and comments. This micro-content generates engagement in a flash, whilst boosting the brand’s visibility.
But bear in mind: whether your video is 10 seconds or 2 minutes long, the first few seconds are crucial for holding the attention of people scrolling through their feeds.
In short: overall, the videos on these platforms – which are popular with people who like to scroll – do indeed tend to be short, or even very short.
Snack content: quick, light and mobile-friendly
These impactful videos are actually specially designed for quick viewing on mobile devices. They form part of what is known as ‘snack content’. Their aim is to grab attention quickly in order to generate spontaneous interaction: likes, shares and comments. This micro-content generates engagement in the blink of an eye, whilst boosting the brand’s visibility.
But bear in mind: whether your video is 10 seconds or 2 minutes long, the first few seconds are crucial for holding the attention of people scrolling through their feeds.
Longer, more in-depth videos work too (phew)
On YouTube, tutorials, expert content and other in-depth topics can easily run for more than a minute and, believe it or not, even reach 20 minutes or more. But for them to work, they must answer a genuine question that viewers are asking themselves: how does a particular crop work, how to repair a certain tool, a demonstration of a piece of equipment…
It’s not just time that counts!
Apart from the length of a video, it is important to make the most of the following elements to ensure that a video resonates with its audience and generates engagement:
- Make the most of the first 3 seconds. As we mentioned earlier, whatever the platform, it’s those first few seconds that matter most: either the viewer stays, or they scroll on. A 2-minute video that grabs the viewer’s attention right from the start will always be more effective than a 20-second video that struggles to get going.
- Subtitles. A huge number of users watch videos with the sound off, particularly on social media. That’s why, without subtitles, even a short video loses a large proportion of its audience within the first few seconds.
- The completion/retention rate. Algorithms (LinkedIn, TikTok, Instagram) now prioritise videos that are watched right to the end rather than short videos per se.
Examples based on different uses
Here are a few suggestions for the farming community. Of course, they shouldn’t be taken too literally, as – fortunately – there are no strict rules on the subject.
- A teaser showing a harvest or other work in the fields: 15 to 60 seconds set to dynamic music.
- A presentation of a farm, a profile of a farmer, or an explanation of a practice (animal welfare, etc.): 90 seconds to 2 minutes to allow time to tell a story without losing the listener’s attention.
- Tutorials or other detailed or in-depth technical explanations – particularly on YouTube – feel free to go up to 15 minutes if the content genuinely addresses a topic that is important to your audience.
And in any case, even for a long video like those on YouTube, don’t forget the subtitles!
In short, is it true or false?
Sometimes true, sometimes false! Length isn’t the only factor in a video’s success. You need to grab the viewer’s attention right from the start… and hold it right to the end! Then, depending on the platform, the format you’ve chosen and the aim behind the video, it’s up to you to decide on the most appropriate length.
Need advice on producing or enhancing your videos? Get in touch!