The 2 minute video myth
If you’ve ever hesitated to create longer videos because “people won’t watch them,” you’re not alone. The under-two-minute rule became an industry standard years ago, driven by outdated attention-span studies and early digital platform constraints. But here’s the thing: that rule is holding you back, the 2 minute video myth is exactly that, a myth and no longer relevant . The reality? Platforms like YouTube and TikTok are actively encouraging longer content. In the first half of 2024, uploads of videos on YouTube under 30 seconds grew by only 5%, while videos over 30 seconds surged by 39%.
It’s about value – In 2023, people dedicated an average of 17 hours per week to online video consumption. Your viewers will absolutely commit to longer videos if the content is worth their time. What matters isn’t the clock – it’s relevance, pacing, and keeping the audience engaged.
The time value exchange
“It’s not about length – it’s about value. If your video offers real information, humor, or emotion, people will
stick around for 10 minutes or more.” – Compass Video
While short-form content exploded in popularity with platforms like TikTok and Instagram Reels, the tide is turning. TikTok has tested extending video lengths to 60 minutes, and in October 2024, YouTube increased its Shorts limit to 3 minutes, reflecting a higher demand for longer content.
When to go long? – Long-form content works when you have something to say that goes beyond a surfacelevel soundbite. Tutorials, behind-the-scenes looks, thought leadership, and in-depth storytelling all thrive in a longer format. If your story needs time to breathe, give it that time. But always keep pacing, structure, and value delivery in mind.
Forget the two-minute rule. Instead, focus on the purpose of your content. Ignore the 2 minute video myth!