Fifteen to thirty seconds for social discovery, where you are competing against a scroll. Forty-five to ninety seconds for a listing page or a client email, where the viewer arrived intentionally. Commercial property video can run two minutes because the audience is qualified. Match length to intent, not to how much footage you have.
Discovery: 15 to 30 seconds
On Reels, TikTok, and Shorts you are interrupting someone. Completion rate drives distribution, and a tight thirty-second cut that people finish outperforms a ninety-second cut they abandon at fifteen. Cutting to length almost always improves these videos.
Intent traffic: 45 to 90 seconds
Someone who clicked a listing or opened your email is already interested and will give you more time. This cut can move through the property properly rather than racing.
Commercial and luxury: up to two minutes
A qualified commercial tenant or a buyer at the top of the market will watch a substantive video to the end. The constraint is substance, not duration. Two minutes of specification detail is fine; two minutes of padding is not.
The test that matters
Ask whether every shot earns its place. If a frame does not tell the viewer something new about the property, cut it. Videos are almost never too short.
Last reviewed September 2, 2026