“How long should it be?” is one of the first questions I get asked about business video. The honest answer is: as short as it can be while still doing its job. But that job is different on your homepage, on LinkedIn and in a TikTok feed, and so is the right length.
Here is a practical guide to business video length on each platform, and how to plan one shoot so you get every version you need.
The short version
- Website brand film: 60 to 120 seconds.
- Social clips: 15 to 45 seconds, vertical.
- Case studies and testimonials: 1 to 2.5 minutes.
- Explainers and training: as long as needed, split into chapters.
- The first three seconds matter more than the total length.
Business video length by platform
Website homepage
60 to 90 seconds. Visitors have come to you, but they are deciding quickly whether to stay.
Service pages
1 to 2 minutes. People here are comparing and want detail.
30 to 90 seconds in the feed. Square or vertical usually takes up more of the screen.
Instagram Reels and TikTok
15 to 45 seconds, vertical, with a hook in the first second.
YouTube
Longer is fine: 2 to 10 minutes for how to, behind the scenes or interview content.
Ads
6 to 30 seconds. One message, one call to action.
Length by type of video
- Brand or promo film: 60 to 120 seconds. See how to plan a promo video.
- Testimonial: 30 to 90 seconds per person.
- Case study: 90 seconds to 2.5 minutes. See case study videos.
- Recruitment film: 60 to 120 seconds, plus short role clips. See what to include in a recruitment video.
- Event highlights: 60 to 180 seconds. See event highlight videos.
- Training: short modules of 2 to 6 minutes rather than one long film.
Why the first few seconds matter most
On social media, people decide in a second or two whether to keep watching. A 20 second video that loses everyone after two seconds performs worse than a 60 second one that hooks them. Start with the most interesting thing: a striking shot, a bold line or a question. Save the logo for the end.
Plan one shoot, get every length
The most cost effective approach is to plan all your versions before the shoot. With a clear list, one day of filming can give you a website film, a LinkedIn cut, several vertical clips and a short ad. That is how I plan business shoots in Liverpool: we agree the main film, then build the shot list so the short versions come for free.
Signs your video is too long
- It takes more than ten seconds to get to the point.
- Two people say the same thing in different words.
- There is a long logo intro.
- You would skip bits if it was someone else’s video.
Questions businesses ask
How long should a business video be?
It depends on where it is used. Around 60 to 90 seconds for a website brand film, 15 to 45 seconds for social media, and 1 to 2.5 minutes for case studies.
What is the best video length for LinkedIn?
Around 30 to 90 seconds in the feed tends to work well for business content, with a clear hook at the start.
How long should an Instagram Reel or TikTok be for a business?
Around 15 to 45 seconds, vertical, with the hook in the first second or two.
Can I get different video lengths from one shoot?
Yes. Planning every version before filming means one shoot can produce a main film, social cuts and short ads.
More business video guides: what a business video costs, video ideas for small businesses and looking natural on camera.
Planning a video?
Let’s get every version from one shoot
Business video in Liverpool, planned so your main film and social cuts come from the same day.