Length matters more than people think — for both reach and pay. Here's how to think about it:
- Start short. Until your account has data, aim for ~15 seconds or less — a fast payoff travels furthest, and short clips bank the completion rate the algorithm rewards.
- The one hard rule is the 5-second gate: on Facebook, video watched under 5 seconds earns $0. Your opening has to carry viewers past second 5.
- Facebook needs 10s+ to qualify for monetization at all — so on FB, landing roughly 10–15s is a safe start.
- Longer isn't banned. Some accounts and niches do great with 30–60 seconds or more — but that's earned from YOUR data, not assumed. Prove it before you lean in.
Heads up · On Facebook, under 10 seconds can't earn at all — it fails the monetization length rule no matter how good it is. If you're posting 7-second clips to Facebook, they're reach-only.
Note · These are strong starting points, but your own account has the final say — Merge learns your real length-vs-performance curve and adjusts the guidance to you.