Guide
How long should your commercial be?
There's no single right length for a commercial — it depends on channel, intent and how much story you're carrying. Here's a working guide.
What it is
Length is a strategic choice, not a default.
Cut for the channel first, then for the intent. A 6-second YouTube bumper does a different job than a 60-second hero film on the homepage.
When to use it
- 6s — YouTube bumpers, unskippable awareness
- 15s — paid social, short pre-roll
- 30s — flagship paid social, TV
- 60-90s — homepage hero, brand films
What's included
Hook in the first 1-2 seconds
Clear single message per cut
Captions for sound-off feeds
Multiple lengths from the same shoot
What you can expect
6-15s
best for paid awareness.
30s
the workhorse format.
60-90s
for brand-led storytelling.