TikTok’s algorithm rewards videos that keep users on the platform longer. That might not surprise you. But here’s what might: longer videos—those over 60 seconds—tend to get more views and watch time than shorter ones.

A recent post by buffer analyzed 1.1 million TikTok videos to find the optimal length for engagement. The results were unexpected: while shorter videos dominate the platform, it’s the longer ones that see the highest median reach and watch time.

How Long Are Most TikToks?

Before diving into performance, let’s look at how long TikTok videos typically are:

• 33.7% are 10-30 seconds long
• 27.3% are 30-60 seconds long
• 22.2% are 5-10 seconds long
• 12.3% are 60 seconds – 10 minutes long
• 2.8% are under 5 seconds long

Even though TikTok now allows videos up to 10 minutes, most creators still prefer shorter formats. They’re easier to make—less scripting, filming, and editing. But is sticking to shorter videos a missed opportunity?

Why Longer Videos Get More Reach

Our data shows a clear trend: longer videos tend to reach more people. The biggest boost happens when videos pass the 60-second mark:

• Videos over 1 minute get
  • 43.2% more reach than 30-60 second videos
  • 70.3% more reach than 10-30 second videos
  • 95.7% more reach than 5-10 second videos

So, what’s going on?

1. TikTok rewards longer watch time. The platform benefits when users stay engaged longer, so the algorithm may prioritize longer videos.
2. Less competition. Only 12.3% of videos are over a minute, so they have a better chance to stand out.
3. More storytelling opportunities. Longer videos allow for deeper engagement, making viewers more likely to stick around.

That said, videos between 30 and 60 seconds still perform well, getting:

• 18.9% more reach than 10-30 second videos
• 36.7% more reach than 5-10 second videos

Watch Time Favors Longer Videos, Too

Watch time is one of the most important ranking signals in TikTok’s algorithm, and once again, longer videos win:

• Videos over 1 minute get
  • 63.8% more watch time than 30-60 second videos
  • 175.6% more watch time than 10-30 second videos
  • 264.5% more watch time than 5-10 second videos

What This Means for Creators & Marketers

Does this mean every TikTok should be over a minute long? Not necessarily. Video quality and engagement still matter most. However, if you’ve already nailed your content strategy, experimenting with longer videos could boost your reach and watch time.

If creating a full-minute video feels overwhelming, try pushing beyond 30 seconds as a starting point. You might see an improvement in performance—without the extra production effort.

At the end of the day, great content will always win, but understanding TikTok’s preferences can help you optimize for success.