The minute-long video on TikTok is the most underrated format on the platform.
Conventional wisdom: shorts win. The algorithm favors bite-sized content. Hooks in 1.5 seconds. Three-second loops. Sub-15-second perfect cuts.
But conventional wisdom is optimizing for the wrong metric. It's optimizing for impressions. Not retention. Not the actual eyeball-seconds you accumulate.
The longer eyeballs stay, the more likely the video succeeds. The algorithm reads dwell time as quality. A minute of held attention beats five 10-second impressions every time.
Trade-off: minute-long videos grow followers slower. They build a deeper relationship with the ones who stay. Fast followers vs. retained audience. Pick your goal.
The minute-long video doesn't go viral the way a 15-second hook does. But the people who watch the full minute are the ones who show up tomorrow.
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