Have you noticed that TikTok, Instagram, and other short-form video platforms have gradually increased their video length limits? What started as a 10-60-second content format is expanding, with platforms like TikTok now allowing videos up to ten minutes long.
Instagram has also reportedly begun testing ten-minute reels with some users. In May 2024, Instagram stated that videos longer than 90 seconds were negative for content performance. However, the platform increased its reel length to three minutes in January 2025.
“We’ve heard a lot of feedback from a lot of you creators out there that 90 seconds is just too short. So we’re hoping that upping that limit up to three minutes will help you tell the stories that you really want to tell,” Instagram’s CEO, Adam Mosseri, stated in a video.
These longer videos aren’t just an option, though; they’re performing exceptionally well.
This begs the question: Why is a short-form platform beginning to feel like YouTube?
According to an analysis by Buffer of over one million TikTok accounts, longer videos are getting more views and engagements than shorter ones on the app. Once a video crosses the one-minute mark, it is categorised as long-form compared to the usual quick clips.
Per this analysis, videos longer than one minute account for only 12.3% of the platform’s total videos, yet they receive 63.8% more watch time and 43.2% more reach than videos within the 30 to 60 seconds range, 175.6% more watch time and 70.3% more reach than videos 10 to 30 seconds long, and 264.5% more watch time and 95.7% more reach than videos shorter than 10 seconds.
This highlights how much longer videos are gaining traction, especially on short-form video platforms like TikTok and Instagram.
The algorithm bias
One of the biggest reasons longer videos are gaining traction is the algorithm. Social media platforms thrive by keeping users engaged for as long as possible, increasing the time spent on their apps.
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This means TikTok is actively pushing longer videos into more users’ feeds. As a result, creators who produce longer, engaging content are seeing their videos reach a wider audience compared to traditional 30-60-second clips.
The longer a video is, the longer a user is likely to stay, which benefits the platform’s ad revenue and user retention.
“My short videos have gone viral, yes, but the videos with higher engagements are my vlog,” says Nathan Olori, a TikTok and Instagram nfluencer.
“I would say for short videos, it is easy to watch, laugh, share with a couple of friends, and just keep scrolling, but then longer videos capture the attention of the viewer long enough to get them to engage, and so, of course, TikTok takes note of that and pushes it.”
What makes longer videos successful?
Not every long video will go viral, but those that do share common traits. They must be quite entertaining, compelling, or informative.
Viewers need a reason to stick around, whether it’s humour, storytelling, or unique editing styles. The best-performing videos hook the audience within the first few seconds and keep them engaged throughout, which is why having longer content doesn’t immediately drive views and engagements.
Educational and tutorial-based content benefit from longer formats, as creators can provide in-depth explanations rather than rushing through information.
“As a user, I may not be interested in random contents of someone ranting, and before anything happens, I’ll scroll pasts it, but if I see content that says ‘Easiest meals to make on a low budget’, now, this is content that many people in Nigeria can relate with, especially students, so I will likely stay and watch the whole video because that is something I want to know,” Olori adds.
Longer videos not only keep users engaged for extended periods but also generate higher ad revenue, making it a win-win for TikTok and Instagram.
One user says, “TikTok has likely analysed its data and recognised the need to stay relevant in the long run; it needs to evolve beyond just viral memes and dance trends.”
By positioning itself as a hub for education, discovery, and valuable content, TikTok is shifting towards becoming a search engine and an informational resource rather than just an entertainment app.
This shift is evident in its strong push for STEM-related and original content, reinforcing its commitment to a more diverse and sustainable content ecosystem.
Many users now seek videos that provide value; this shift in consumer behaviour is pushing platforms to adapt to more flexible content options.
What kind of longer videos are people watching?
Viewers are showing interest in a variety of longer content formats. These include narrative-format storytime videos, behind-the-scenes content, especially for fans, educational or ‘how-to’ videos, and deep-dive discussions.
People love engaging narratives that unfold over time. Fans also appreciate longer, more detailed insights into creators’ lives and work.
The extended runtimes also benefit topics that require more analysis, such as reviews, commentaries, or opinion pieces.
Gracious Seun, a TikTok user, told Techpoint Africa that she can spend hours watching animated clips or movie clips on TikTok.
“I watch drama clips on TikTok. these clips can last up to minutes, but they draw you in and still provide content that engages you for hours, and then you can go from one drama clip to another once you swipe up.”
“TikTok algorithm sees what keeps users engaged, so it’s a no-brainer for them to push it. Most people like me decide to create this kind of content. Fans of dramas or singers will want to watch a five-minute compilation video, not just a 30-second video.”
However, movie producer, filmmaker, and overall winner of the 2024 MultiChoice Talent Factory West Africa graduation ceremony, Winner Achimugu, says, “It is easier to put out longer videos on TikTok than on Instagram, as it is likely to go viral there. What works for TikTok doesn’t always work for Instagram. If you’re sharing long-form content, it depends on the kind of content and your niche.
“For movie clips and trailers, it is mostly done in parts so it doesn’t get too boring, and if it is less than 30 seconds, it can be done in a loop. People have short attention spans, and while content like ASMR, religion, and lifestyle creators can afford to put longer videos on their platforms, it is heavily dependent on the niche.”
Short-form is no longer short
With TikTok and Instagram embracing longer videos, we may see a shift in how content is consumed on these platforms. While short, snappy clips will always have a place, creators who adapt to this trend by producing engaging long-form content could see significant growth.
This trend has shifted to other platforms, too. YouTube is also reported to be testing Shorts up to 10 minutes.
Moreover, LinkedIn has also introduced a feature that allows members to add video responses to trending topics on the app. The platform recorded a 36% year-on-year increase in video watch time in 2024.
While these platforms are blurring the lines between short and long-form content, one thing is certain: the future of short-form video is no longer short.
