Wondering how long your TikToks should be?

Hey there 👋🏾

LinkedIn has been…interesting, to say the least, over the past few months.

They’ve added games, upped the ante on analytics, and sped up the AI takeover at the same pace as Meta with the ever-present AI search bar.

However, one thing avid users might have noticed is a drop in the performance of their content — I certainly have.

Well, worry not, because it’s not just you! LinkedIn expert Richard van der Blom wrote a post explaining the platform-wide dip in performance users are experiencing.

In short, it’s the algorithm again. Even the top creators on the platform are seeing as much as a 55 percent drop in performance. Yikes!

There are no concrete answers for navigating this new algorithm shift (yet), but I hope this helps you feel less alone.

That's it from me — have a lovely weekend, and see you next Friday.

Warmly, 

Tami & the Buffer team

P.S. You can now schedule Facebook Stories in Buffer! Give it a try →

🖊️ Deep dive: How long can a TikTok be? Here’s what the data says

Kirsti dove into the research on the best length for TikTok videos. Here are the key takeaways:

The sweet spot? 21 to 34 seconds

Our data shows that videos lasting between 21 and 34 seconds perform best on TikTok. This range balances brevity and content depth, keeping viewers engaged while effectively delivering your message.

This isn’t a hard stop, though, especially considering that only videos over 1 minute long can be monetized.

So, why is shorter better?

1. Short attention spans mean quick, engaging videos are more likely to be watched in full.
2. TikTok’s algorithm promotes videos with high completion rates, and shorter videos are more likely to be viewed entirely, boosting their chances of being featured.

The length is only one part of the equation though – to see results from your content:

• Capture attention with a hook within the first few seconds. Start with an intriguing question or a bold statement.
• Be concise. Ensure your video has a clear, focused message.
• Use eye-catching visuals to keep viewers engaged. Dynamic scenes and bright colors can help.
• End with a call to action, encouraging viewers to like, comment, or follow for more content.

As with all content, I recommend regularly testing different video lengths and styles to see what resonates with your audience.

Use TikTok’s analytics to track performance and adjust your strategy accordingly.

🚀 Nathalie skyrocketed her engagement with Buffer

We pride ourselves on being an excellent tool for creators and business owners to grow on social media — and our users are more than happy to back us up. 

Nathalie says “My engagement has increased around 999% on Pinterest!”

Want to skyrocket your growth? Get started with Buffer today!

👇🏽 The latest from the blog

• Valerie Moore's second run at growing an Instagram following was a roaring success – here's how she did it.
• Here’s everything you need to know about Buffer's latest product updates, plus what's coming on the roadmap.
• How long can a TikTok be? Here’s your guide to the ideal video length and what gets the most views
• Learn LinkedIn best practices from this business owner’s content experiment, plus steps to test and optimize your own posts.

📱Social tip of the week from Mitra, Buffer’s Social Media Manager 

Everybody Wants to Rule the World

The Free Label made this vibey cover of Everybody Wants to Rule the World by Tears for Fears, and it’s a great clip to use for recaps, tutorials, or any video, really!

Check out how @whenintampa used the audio to show off a beautiful biking trail here.

🤳 What's happening in social?

• LinkedIn now adds labels on AI-generated content

• TikTok’s testing 60-minute video uploads

• X/Twitter is now hiding post likes for all users

• Instagram CEO says share rates on your posts is now a key driver of reach

Thanks for reading! 💟

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