Finding the sweet spot: How long should your video ad be?

The length of your video advertisement makes all the difference in how your ad performs on social media.  

If it’s too long, it may lose the attention of your audience. If it’s too short, it may not provide enough content to be compelling or create engagement.

But what is the right length?  

With all of the different platforms and audiences, there is no one-size-fits-all solution, but you can determine the best video length for your next ad campaign by following the steps below.

The Impact of Video Length on Social Media Ad Engagement

Video length can affect the engagement and effectiveness of social media ads.

A video that is too short can lead to a lack of engagement while a video that is too long can lead to a lack of retention.

When considering how long to make your videos, consider factors such as:

  • Audience attention span.
  • Ad format.
  • The type of content being advertised.
  • The platform your video will be viewed on.

How to Find the Sweet Spot for Video Length for Social Media Ads

Follow these steps for determining the ideal video length for social media ads:

  • Define the objectives of the ad.

It’s important to know what you want to achieve with your video ad before you start creating it. This will help you to determine the ideal video length that aligns with your objectives.

  • Research the ideal video length for different social media platforms.

Different platforms have different ideal video lengths. For example, Instagram’s ideal video length is between 30 seconds to 1 minute, while YouTube’s ideal video length is between 2-3 minutes. It’s important to take these recommendations into account when creating your video ad.

  • Consider the audience.

Attention span, ad format, and type of content are variables to consider when determining the ideal video length.  For example, a short, animated explainer video may be more engaging for a short attention span audience, while a longer, live-action video could be more appropriate for a longer attention span audience.

  • Put it to the test.

Use A/B testing to determine the ideal video length for your specific audience and ad format.  A/B testing allows you to test different versions of your video ad and determine which one performs better.

Tips for Creating Engaging Video Ads

  • Use strong visuals and storytelling to hold the viewer’s attention.

Strong visuals and storytelling can help to keep the viewer’s attention and make the video more engaging.

  • Incorporate a strong call-to-action.

Give your viewers a clear step to take, whether it is to comment, share or buy.

  • Keep the video length consistent with the platform’s recommended video length.

Consistently following the platform’s recommended video length can help to increase the chances of your video being viewed and engaged.

  • Optimize the video for mobile viewing.

Mobile devices have become the primary way that people access the internet, so it’s important to optimize the video for mobile viewing.


It is important to find the right video length to maximize social media ad engagement. Video length can affect how the audience engages with the ad, as well as the ad’s performance.

Be sure to research the ideal video length for different social media platforms and consider the audience’s attention span, ad format, and type of content when determining the ideal video length.

Experiment with different video lengths and use A/B testing to find the sweet spot for your social media ad campaigns.

Need some help with optimizing your video advertising on social media? Get started with eboov and in-conversion videos today.