TikToks over 60 seconds long get more views

Hey there 👋

So, I landed my first LinkedIn brand partnership! And then I landed two more.

I set a goal at the beginning of the year to start monetizing my LinkedIn. At that point, I had already gained over 13,000 followers, and I was curious what would happen if I just went for it.

Without any experience or a proper media kit, I started sharing my journey and reaching out to brands – and someone took a chance on me.

It’s always amazing what happens when intent meets opportunity — two months in, and I’ve just posted my third brand partnership.

I’ve confirmed that it’s possible, so I'm going into a phase of upgrading everything — my setup, content quality, and the value I can deliver.

In the meantime, I wrote about my experiences and asked a few experts what their advice is for anyone looking to monetize on LinkedIn or is just curious.

Check out the latest from our blog list to find and read the article!

Let’s get into it.

Have a lovely weekend, and we’ll see you next Friday!

Warmly, 

Tami & the Buffer team

💌 What’s in this issue – 4 minute read

• 💻 The latest content on the blog

• 📰 Social media news and features to note

• 🪂 Dive into our data on the best video length for your TikToks

• 🎬 Our latest YouTube video

👇 The latest from the blog

• I shared a transparent look into how I landed my first LinkedIn brand partnership

• Check out our list of 20+ podcasts we love

• Get our practical tips to grow on Pinterest in 2025

🪂 Deep dive 

We Analyzed Our TikTok Data To Find The Best TikTok Video Length

Kirsti dove into TikTok performance metrics lately, and what we found might completely change your content strategy.

Most creators assume shorter videos perform best on TikTok, but our latest analysis flipped that idea upside-down.

Here’s what we discovered: videos longer than 60 seconds get 43.2% more reach and 63.8% more watch time than shorter ones.

This surprised us, too. Despite TikTok allowing longer uploads, 86% of creators still stick to videos under a minute.

Here’s a quick breakdown:

• 5-10 seconds: Struggle to hold attention, with median watch times of only 3.1 seconds.
• 30-60 seconds: Solid performance with median reach of 302 and watch time of 6.9 seconds.
• 1-10 minutes: Highest median reach (432.5) and watch time (11.3 seconds), despite making up only 12% of TikTok content.

But remember: length alone won’t guarantee success. First, nail the fundamentals:

• Add a strong visual, text and/or sound hook (within two seconds!)
• Add on-screen captions and experiment with video editing
• Add a clear CTA verbally and in your post caption
• Post consistently to earn trust from your audience (and the algorithm)

Once you've got these covered, experimenting with longer content could seriously pay off —TikTok rewards content that keeps viewers on the app — exactly what longer videos do best.

Next time you edit a TikTok, consider whether that extra 20 seconds could make your video shine.

🤳 What's happening in social?

• Facebook now lets creators get paid for views on stories

• Threads is testing a new “Weekly Recap” feature that provides a general overview of your account activity, along with tips to improve your reach

• Instagram is testing AI-generated comments on posts

• YouTube shared features they’ve introduced for creators in the last 12 months

📈 "I doubled my follower count 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. 

 Reid says: “Doubled [my] follower count and engagement has gone up 4x”

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

📹 Buffer on YouTube

Buffer Chat: How AI Can Help Creators Work Smarter

I sat down with Kirsti to talk about AI and how we use it in our workflows here at Buffer.

One last thing before you go 💟 

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