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.