New TikTok Data Reveals: Videos Over 60 Seconds Get 43% More Reach

Numbers That Shocked Marketing Experts

TikTok’s team analyzed over a million videos from Jan-March. Here’s what they found:

• Videos longer than 60 seconds got 43% more reach
• Watch time jumped up 64% for longer content
• BUT only 12.3% of videos on the platform are over a minute long

New TikTok Data: Most creators are still stuck in the short-form mindset

• ~34% of videos: 10-30 seconds
• ~27% of videos: 30-60 seconds
• ~22% of videos: super-quick 5-10 second clips
• Just 12% of folks taking advantage of the better-performing longer format

Why E-commerce Brands Should Care

This creates a pretty sweet opportunity if you’re selling online. While competitors squeeze demos into short clips, your brand could:

• Actually showing how products work in different situations
• Addressing those “but what about…” questions buyers always have
• Comparing different versions/colors/styles in one video
• Throwing in real customer feedback
• Telling an actual story about your brand or products

How to Make Longer Videos That Don’t Bore People

If you want to follow this trend, bear in mind that the successful longer TikToks usually have:

1. A killer first 3 seconds—still have to grab attention fast
2. Visual breaks—text overlays, transitions, or scene changes to create “chapters”
3. Mixed pacing—don’t speak at the same speed the whole time
4. Actual structure—beginning, middle and the end

When You Should Still Keep It Short

Short videos still crush it for stuff like flash sales and limited-time deals. They’re also perfect when you’re jumping on trends or making super simple product announcements. And if you’re just going for pure brand awareness, brevity often wins.

What You Should Do About It

If you’re selling online and want to capitalize on this:

• Test longer formats (60-90 seconds) with your bestsellers
• Adjust length based on how complicated the product is
• Pay extra attention to keeping it engaging the whole way through
• Keep testing—your specific audience might behave differently

The whole “shorter is always better on TikTok” thing we’ve all believed for years? It might be time to reconsider, and most marketers seem to be in the experimental phase with this finding.

Despite this data, it’s clear each brand needs to find what works for them. These findings should prompt you to reconsider your TikTok creation strategy, as there is no universal solution that works for every online store.