3 Minute Videos on TikTok, What it Means for Brands

Sep 15, 2023

TikTok began testing 3-minute long videos back in December of 2020 with a select group of creators, but now they’ve rolled it out to everyone.As a brand, loading up videos up to three minutes long, is an exciting new feature that gives you much more options. But should you do it?Here’s an example if you’re interested.

@chowderthebulldogWe’re trying out TikTok’s new longer video format. Please let us know what you think. #fyp #bulldogtiktok #dogsoftiktok #petsoftiktok #tipsandtricks♬ original sound – Chowder

Things to consider before loading up your 3-minute videos on TikTok

In terms of how this affects brands? It means more content for them! And it becomes even easier for fans to get deep into the brand lifestyle. 3-minute videos are a natural progression for TikTok, which is already becoming an important platform for brands to promote their products and services. The battle to be the dominant video/entertainment platform in the world is definitely on and shots are being fired.YouTube released Shorts to the world not too long ago and that was a clear step in the territory of TikTok, and now TikTok has fired back.


Our experience shows that shorter videos perform better on TikTok, for the moment. Why? Because the platform was built around snackable short-form content, and users need a very compelling reason to stick around for 3 minutes on your content.Brands shouldn’t feel inclined to load up the longer format just because it’s an option. As a brand you should consider if it’s right for you and the content, do you have a compelling story to tell that can keep people invested in it for a longer period of time? Then great.Here are a few things to keep in mind when deciding on your content length on TikTok:Complexity: Does your story truly need a longer duration to be understood? Can you get away with it being shorter?Spokesperson/Creator: Can the spokesperson or creator captivate an audience for 15 seconds, 30 seconds or up to 3 minutes? You can try all three and see.How can you edit it: Can we keep people’s attention through crafty and exciting editing? Transitions? Mixed Media?Hacking the platform: Can you do something truly meaningful with the new 3-minute format that no one else is? Perhaps a series of content (although that’s already happening).

Final words on 3-minute videos on TikTok

Key takeaways: 3-minute videos on TikTok are a new feature that gives brands more content options. 3-minute videos should be tested to see if they’re right for your brand, but shorter videos work better on TikTok currently.You should take into consideration Complexity, your Spokesperson(s)/Creators(s), Editing, and the Platform usage itself to determine if it’s right for your brand.And last but not least, we suggest you test. We wish we had a crystal ball that could tell us 3 minutes will work for your brand, but we don’t.Need help testing? Let us know we’re here to help.Watch one of our on-demand TikTok Webinars

Chris Kubbernus

As CEO of Kubbco, Chris leads the company's vision and uses his 20 years of advertising experience to drive results for our clients.

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