Tips · Reach
How long should a Reel or Short be?
Short enough that people keep watching. Long enough that your message gets across. Rules of thumb for Instagram Reels, TikTok and YouTube Shorts.
The short answer
For most business videos, 15 to 45 seconds work well. That is enough for a clear message, and many viewers watch to the end. Longer videos are worth it if the content carries them – for example a how-to or a before-and-after with many steps.
What the platforms allow
Maximum lengths keep changing. As of September 2026, roughly: Instagram Reels and YouTube Shorts up to about three minutes; TikTok allows much longer videos. But just because it is allowed doesn’t mean a video has to be that long. Check the current limits directly in each app.
More important than length: the first seconds
Whether someone keeps watching is decided at the start. So begin with the most exciting part:
- the finished result first (“This is what the bathroom looks like now”),
- a question your customers really ask,
- a surprising number or claim – as long as it is true.
A simple structure
- Opening (1–3 seconds): result or question.
- Main part: two to four short scenes, each with one idea.
- Ending: What should people do? Call, drop by, link in bio.
Don’t forget subtitles
Many people watch without sound. With subtitles they still understand your video. Subtitles also help people who are hard of hearing.
Reach can’t be promised
How often a video is shown is decided by the platforms according to their own rules. A good length and a strong opening help, but they don’t secure views. It’s best to try different lengths and compare them in your account’s statistics.
How Fipsta helps
In Fipsta you choose the length before the video is made. The assistant suggests an opening, for example with your business name, creates subtitles and gives tips for each platform – from TikTok to YouTube.