Why Video Ads Are Getting Shorter and What Length Works Best on Social Media

Have you noticed that ads on social media keep getting shorter and shorter? You’re not imagining things. Brands everywhere are trimming down their videos—and for good reason. Audience attention spans are shrinking, competition for views is fierce, and people simply don’t stick around for long videos anymore.

Recent research shows that over 25% of adults exit a video after just 10 seconds, and more than half are gone by the 20-second mark. Instagram videos perform best at around 30 seconds, Tiktok at 21 to 34 seconds, and Facebook at up to 60 seconds. Anything longer risks losing viewers before the main message even lands.

With digital video ad spending expected to reach approximately MYR 973.65 million in 2025, brands can’t afford to waste their budget on ads people won’t finish. That’s why short, punchy, scroll-stopping videos have become the go-to strategy for most marketers.

Why Short Ads Work So Well

Short video ads grab attention fast. Viewers often decide within the first few seconds whether they’ll keep watching, so marketers focus on delivering the hook and core message early. Studies show that 15-second ads drive 46% more site visits than 30-second ones, proving that shorter formats are better at sparking interest and prompting action.

Ultra-short ads also help brands beat the dreaded “Skip Ad” button, especially on platforms like YouTube. If your message lands within 6 to 15 seconds, there’s a better chance it will be seen before viewers tap “skip.”

Do Longer Ads Still Have a Place?

Shorter doesn’t always mean better. Research also shows that 30-second ads can drive 24% higher conversions than 15-second ones. The reason? More time to tell a story, show product benefits, and build an emotional connection. Longer formats are often more effective for brand storytelling or product explainers.

That said, long ads only work if they’re strong enough to hold attention. People won’t sit through 60 seconds of something that doesn’t engage them. That’s why many marketers now use a hybrid approach: lead with a longer ad to build brand connection and trust, and follow up with shorter cut-downs to drive action.

The Best Length for Social Media Videos

For most platforms, shorter is safer. Here’s a rough guide:

• 6–15 seconds for YouTube bumper ads, TikTok, and Instagram Reels

• 15–30 seconds for in-feed ads on Facebook, Twitter, and Instagram

Start with a strong hook in the first three seconds. Use captions or on-screen text for sound-off viewers. Keep the message simple and focused on one key takeaway.

Many brands may find that the smartest move is often to shoot a longer version first, then cut it into multiple shorter edits. This way, you maximise production value and create content for various placements, audience segments, and campaign objectives, all while keeping up with how people actually consume content today.

Key Takeaway

Video ads are getting shorter because people scroll fast and only stop for something that feels instantly valuable. To make an impact, brands need to capture interest immediately, keep things brief, and tailor ad length to where and how the video will run.

The winning formula in 2025 and beyond? A well-planned mix of short, sharp videos to spark interest and prompt action, paired with longer, well-crafted content to build brand connection and trust.