As of early 2026, social media algorithms prioritise ‘attention retention’ over simple video duration, meaning the ideal length isn’t fixed – it’s determined by how effectively your content keeps viewers engaged. Current systems include sophisticated AI that analyses drop-off rates within the first few seconds to assess video quality and relevance.
- TikTok’s ‘Dynamic Length’ now features the ability to automatically adjust video length based on initial engagement data, optimising for maximum watch time.
- Instagram & Facebook’s ‘Reel Remix’ functionality encourages shorter, collaborative content, often performing best under 30 seconds.
- LinkedIn’s algorithm continues to favour professional, informative videos, with optimal lengths typically between 60-90 seconds, but prioritising completion rate.
In 2026, Australian businesses need to consider the increasing prevalence of mobile-first viewing and shorter attention spans. Furthermore, the Australian Competition and Consumer Commission (ACCC) guidelines regarding truth in advertising apply to all video content, requiring clear disclosures for sponsored posts and influencer collaborations. Optimising for these factors is crucial for maximising reach and avoiding penalties.
Instead of navigating these complex algorithmic changes and compliance requirements yourself, let ROI.com.au handle your social media video strategy. We can take care of all this for you. Contact ROI Growth Agency today to discuss a personalised plan to boost your brand’s visibility and drive conversions.
