It’s no secret that people on social platforms are not there for the ads. So why are we still making long ones? Marketers know better—at least, the data makes it pretty clear. The average viewing time for a video ad on Facebook is a whopping 1.8 seconds. Let that sink in. TikTok? Even worse. On these platforms, people are primed to swipe within the blink of an eye. To top it off, most of them have the sound turned off.
We know this, yet we can’t help ourselves. Somehow, we’re still creating 10, 15, or even 30-second ads, convinced that this one will be different. It amazes me how easily we ignore the reality staring us in the face: no one is going to watch an ad that long. And even if they did, they’re probably not going to hear it.
The Contradiction We Can’t Escape
Why do we keep doing it? Why are marketers, who should know better, still producing long-form content for platforms designed for short bursts of attention? The answer lies partly in vanity. Everyone thinks their ad will be the exception. That this time, it’ll be the ad people stop scrolling for, the one that becomes a viral sensation. But let’s face it—this is just wishful thinking.
As a market researcher, I evaluate countless campaigns for various advertisers. More often than not, we see that social platforms underperform because the ads weren’t fit for purpose—they were simply too long. Despite the overwhelming evidence that people only watch for a short time, the same mistake keeps happening. When we review the campaign results, everyone nods in agreement that the ads should have been shorter. And yet, when the next campaign rolls around, they fall into the same trap of creating longer videos. It’s a cycle that continues, even though everyone knows better.
Part of the problem is that we’re creatures of habit. Most marketers are used to creating longer ads for TV or online video platforms, where you actually have time to develop a narrative. And we live the brand, right? We spend all day thinking about it, talking about it, believing in its magic. It’s tempting to try and pack all of that into every piece of content we create, even social videos. But what works on TV doesn’t translate to the fast-paced world of social media. Trying to fit everything into a social ad is like squeezing a feature film into a 30-second trailer—it’s not going to work, and it’s going to confuse your audience.
The Hard Truth About Consumer Behaviour
Here’s the hard truth: people on social platforms are in complete control of what they see. Unlike TV, where they might sit through ads during a show, social media users are actively avoiding them. They scroll, swipe, and skip. In this environment, a long ad isn’t just a waste of time—it’s a nuisance.
So, why fight it? The data tells us that attention spans are incredibly short on these platforms. If you’re going to get your message across, you need to do it fast. Trying to convince yourself that this ad will break through the clutter is like playing the lottery with your marketing budget. It’s not only inefficient, it’s delusional.
How to Make Great Short Ads
The solution isn’t to keep trying to win people over with longer content. It’s to change the way we think about social video ads altogether. Instead of comparing these ads to long-form TV commercials or online videos, we need to think about them like out-of-home (OOH) ads.
When you’re driving past a billboard, you have a few seconds—maybe less—to absorb the message. The most effective billboards are punchy, fun, and immediately get to the point. The same should apply to social media ads. You need to capture attention in those first 1.8 seconds, not wait until the 10-second mark to introduce your brand.
Forget the long emotional arcs and layered messaging. On social platforms, short, punchy, and visually engaging content is king. Immediate branding is crucial. If people are watching with the sound off (and they almost always are), make sure your message is clear with text overlays and bold visuals.
A Call for Change
So here’s my challenge to you: the next time you’re tempted to create another 30-second masterpiece for social, stop and ask yourself—is it really worth it? Is it going to break through, or are you just indulging in a bit of false vanity? Your beautifully crafted long-form ad might look great, but if no one’s watching it, does it really matter?
It’s time we stop treating social platforms like mini-TV screens and start embracing the reality of what they are: fast-paced, user-controlled, and built for brevity.
