Short answer: 15–30 seconds for feeds, 30–90 seconds for your website and profile, longer only when there's a real story. But the length question usually hides a different problem — here's the honest breakdown.
Social feeds (Instagram, TikTok, Facebook): commonly 15–30 seconds. Attention is rented by the second, and the first two decide everything.
Your website and Google Business Profile: commonly 30–90 seconds. Someone already deciding about you will give you a minute — if it keeps proving something.
Ads: the shorter the better, with the point in the first three seconds — most viewers never reach second ten, and the ones who do were hooked at the start.
When a video feels too long, the issue is almost never the runtime — it's that the video stops proving anything partway through. Sixty seconds that keep answering “why this business?” hold attention; twenty seconds of logo animation don't. Cut everything that isn't proof, and the right length finds itself.
The efficient move is planning one shoot that yields every cut: a 15-second feed version, a 60-second anchor for the site and profile, and a handful of clips for the month. Length stops being a decision and becomes an export setting — which is how it should be.
Commonly 15–30 seconds for feed and Reels, with the hook in the first two. Longer Reels can work when the content genuinely holds — a process video, a transformation — but a promo message past 30 seconds is fighting the scroll and usually losing.
For a feed or an ad, almost always. On your own website, only if it stops earning attention — a genuine founding story or detailed walkthrough can hold two minutes; a message that could be said in 45 seconds can't. The runtime isn't the sin; padding is.
The steepest loss is in the first few seconds on every platform — which is why the point must land immediately, not after an intro. Videos that open with logos and music before saying anything spend their entire attention budget on throat-clearing.
Yes — and plan it before shooting, not after. One shoot should yield a short feed cut, a 60-second anchor, and clips. Shooting for one length and trimming later is how videos end up feeling chopped instead of built.