How long should a TikTok be for a business?
The short answer
For most business TikToks, aim for under 35 seconds, and cut anything that doesn't earn its place. TikTok's own tips for businesses say shorter videos perform better and recommend 21 to 34 seconds for In-Feed ads, which can run 5 to 60 seconds (TikTok for Business). In our own work, the six Kramer Autoplex TikToks featured in our case study ran just 7 to 23 seconds each, and the most-watched one, at 1.2 million views, is 12 seconds long.
Why shorter usually wins
You might think a longer video gives you more time to sell. On TikTok, it mostly gives viewers more time to scroll away. TikTok's guidance puts it plainly: the length "should make sense for the message you're trying to get across, but overall, shorter videos perform better." That line comes from its ad tips, but the same logic applies to regular posts: one idea, shown fast.
Short doesn't mean rushed. It means every second has a job: the hook, the payoff, and nothing in between that you'd skip yourself.
What our Kramer Autoplex TikToks show
These are the six TikToks in our Kramer Autoplex case study, filmed at the dealership in Livingston. View counts are the public numbers our portfolio lists (a September 2026 snapshot). Lengths are from each public TikTok page.
- "Working with men" showroom skit: 12 seconds, 1.2M views.
- Classic Camaro SS reveal: 22 seconds, 529K views.
- "That awkward interaction": 17 seconds, 246K views.
- Chasing the "just looking" customer: 8 seconds, 222K views.
- "Shark on the lot," a trend adapted to the dealership: 7 seconds, 192K views.
- A fan-favorite classic car that sold: 23 seconds, 184K views.
The pattern: the skits run 7 to 17 seconds, and the two classic-car videos, which have more to show, run 22 to 23 seconds. None goes past half a minute.
A caution: six videos aren't a study. These are the ones we chose to feature, and length is only one of many things that affect views. Treat them as examples of what worked for one local dealership, not proof that 12 seconds is a magic number.
How to pick the right length
These are our practical recommendations, not TikTok rules:
- Skits and quick tips: 7 to 15 seconds. One setup, one payoff.
- Product or vehicle tours: 15 to 30 seconds. Show the best few features, not all of them.
- Stories or explainers: go longer only if each beat changes the situation. If a viewer could skip a part, cut it.
- Write the last line first. Knowing the payoff tells you what you can cut.
- Check your own analytics. Your audience's watch time beats any general rule.
The first two seconds matter more than the total length. Our guide to hooking viewers in the first 2 seconds covers how to open. Once you know your length, how often a small business should post on TikTok covers your schedule, and you can shoot all of it on a phone with our phone filming guide.
Want help planning short videos?
Our social media and video production services cover planning, filming and editing short-form for local businesses. If you'd like a plan built around your business, get in touch.