The common belief is that younger generations have short attention spans, making shorter videos inherently better to engage them. They must be 45 seconds or less! – we have been told. But our latest analysis challenges this assumption. After mapping video length against average watch time across thousands of influencer videos, we uncovered a surprising trend—longer videos actually hold attention better.

The Data: Longer Videos Drive Higher Engagement

We define longer videos as those between 60 and 120 seconds in length. Our analysis found that these videos not only retain viewer attention for a longer duration but also consistently outperform shorter clips in terms of Click-Through Rate (CTR). The reasoning is intuitive: a longer video provides more opportunities for customers to engage, explore the product, and ultimately make a purchase. Rather than losing engagement, slightly longer videos give brands more time to effectively showcase their products and convince viewers to take action.

Does This Mean Brands Should Always Make Longer Videos?

Yes—but only if the content can retain viewers’ attention throughout. A longer video that fails to engage will still result in scrolling and drop-offs.

At Trendio, we have developed proprietary AI-driven video optimization technology that helps brands maximize engagement by removing segments likely to trigger scrolling. Think of it as having a ruthless in-house editor that instinctively knows what will resonate with TikTok audiences. By applying our AI-powered editing to client videos, we have seen an average 37% increase in watch time per video.

The Bottom Line

The idea that shorter is always better is outdated. Longer shopping videos (60-120 seconds), when optimized correctly, have a greater impact on watch time and conversion rates. Brands looking to maximize engagement and sales should consider creating longer, high-retention content—and leverage AI-driven optimization to ensure every second counts.