Optimise for completion rather than length
The platform rewards watch time relative to length. A short video finished repeatedly signals quality just as strongly as a long one held to the end.
Longer content is rewarded when it holds, which is why tutorials and story formats can run past a minute successfully.
Where longer works
Genuine teaching, step by step process, storytelling with a payoff, and anything where cutting it short would leave the viewer unsatisfied.
Where longer fails: padding, repetition, and slow openings dressed up as build-up.
The practical test
Watch your own video and note the exact second you would have scrolled. Cut everything before it. Most brand videos lose thirty percent of their length and improve.