What is the best length for a short video?

There is no single best length. The right length is the shortest one that delivers the idea. Here is how to decide.

Start from the idea

Ask what the viewer should know or feel by the end. Then count how many beats it takes:

• One beat, a single fact or joke: 15 seconds.
• Three beats, a short list or a small story: 30 seconds.
• A full argument, a how-to or a longer story: 60 seconds.

If the idea needs more than a minute, it may deserve a longer video, or it can be split into two shorts.

What the numbers mean in words

A natural speaking pace for narration is about two words per second once you allow for pauses. That gives roughly:

• 15 seconds: around 35 words
• 30 seconds: around 70 words
• 60 seconds: around 140 words

Write to the budget, then read it aloud with a timer. If it runs long, cut a sentence rather than speeding up.

Think about retention

Platforms care about how much of your video people watch. A 15 second video that is watched to the end sends a stronger signal than a 60 second video that most people leave halfway. Do not stretch an idea to fill the time.

Short does not mean thin. A good 15 second video has a hook, one idea and an ending.

Check the platform limits

Each platform sets a maximum length for short videos and those limits change over time. Uma's 15, 30 and 60 second options sit comfortably inside them, but check the current rules for the places you post.

Test, do not guess

Make the same idea at two lengths and compare completion and replays. Your audience may prefer shorter or longer than the common advice.

Choosing in Uma

In Create video you pick the length first, and the script is fitted to it. A 15 second video costs 6 credits, 30 seconds 10 and 60 seconds 18, so you can try lengths without spending much.