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的创意指南提到，根据其自身分析，21 到 34 秒的信息流广告表现较好；规格上信息流视频允许几秒到 60 秒。这个甜区比 Meta 信息流宽，因为 For You 流的观众本来就在全屏看视频，愿意为「像内容」的片子多停留。\u003C/p>\u003Cp>但这不等于每条都做 30 秒。TikTok 奖励开头一两秒的钩子，加上撑得起时长的兑现：演示、前后对比、创作者对镜头讲话。套用电视广告节奏的素材无论多长都平庸。钩子与创作者风格的做法可参考 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/tiktok-ads-creative-best-practices/\">TikTok 广告创意最佳实践\u003C/a>。\u003C/p>\u003Cp>\u003Cstrong>Spark Ads\u003C/strong> 推广已有的自然帖，时长继承自原帖，可以更长。已在自然流量里验证过的帖子自带评论、点赞和熟悉的形式；挑帖子时看平均观看时长和完播，不看长短。\u003C/p>\u003Ch2>YouTube 与 Google：六种格式，六套时长逻辑\u003C/h2>\u003Cp>YouTube 的规则最细，因为格式本身就按「能不能跳过」定义。\u003C/p>\u003Cp>\u003Cstrong>导视广告（Bumper）。\u003C/strong> Google Ads 帮助中心规定 6 秒以内且不可跳过。为覆盖和频次而生：一个画面、一句话、一个品牌，适合作为长格式的补强层。\u003C/p>\u003Cp>\u003Cstrong>可跳过插播。\u003C/strong> 5 秒后可跳过，没有硬性上限，但 Google 建议保持合理的短长度。付费观看在 30 秒或互动时计费，所以 15 到 30 秒的广告往往只为完整观看付费。前 5 秒就是跳过倒计时。\u003C/p>\u003Cp>\u003Cstrong>不可跳过插播。\u003C/strong> 多数市场上限 15 秒（Google Ads 帮助按地区列出）。观众走不了，清晰比悬念重要。\u003C/p>\u003Cp>\u003Cstrong>信息流视频广告（In-feed）。\u003C/strong> 以缩略图出现在搜索、首页和相关视频中，由观众主动点击。点击是自愿的，更长的内容可以接受，钩子交给缩略图和标题。\u003C/p>\u003Cp>\u003Cstrong>Shorts。\u003C/strong> 竖版，周围都是短内容。Google 对竖版素材的建议是一分钟以内，按开声、全屏方式设计。\u003C/p>\u003Cp>\u003Cstrong>Demand Gen。\u003C/strong> 跨 YouTube、Shorts、Discover 和 Gmail 投放，没有单一时长规则；至少准备一条短竖版和一条较长横版，让系统选。目标是应用安装时，可看 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/youtube-ads-for-app-installs/\">用 YouTube 广告做应用安装\u003C/a>，里面讲了素材多样性与 App 广告系列的配合。\u003C/p>\u003Ch2>把时长对应到目标和漏斗阶段\u003C/h2>\u003Cp>平台规则划定外沿，目标决定选哪一段。\u003C/p>\u003Cp>\u003Cstrong>认知与覆盖。\u003C/strong> 短的赢。6 秒导视、6 到 15 秒的 Feed 和 Stories 剪辑、紧凑的 Reels 或 Shorts 片段，能把预算换成更多完整曝光。你买的是记忆，不是考虑。\u003C/p>\u003Cp>\u003Cstrong>考虑与互动。\u003C/strong> 中等时长值回成本：Meta 上 15 到 30 秒，TikTok 上 20 到 35 秒，YouTube 可跳过插播 15 到 30 秒。观众已知品类，你要展示「为什么选你」，演示或证言需要几个节拍。\u003C/p>\u003Cp>\u003Cstrong>转化与应用安装。\u003C/strong> 冷受众通常短更合适。再营销和暖受众则常常更偏好长版：回答疑虑、展示使用、走一遍 App 首屏或结账流程。真正的问题是看完的人是否比只看 6 秒版的人转化率更高，这可以量化。App 广告系列由系统挑素材，一条展示核心玩法、以商店角标收尾的 15 秒竖版是稳妥默认项，再配一条更长的演示。\u003C/p>\u003Ch2>如何把时长作为单一变量来测试\u003C/h2>\u003Cp>大多数时长测试无效，因为同时改了剪辑、脚本和钩子。干净的测试只让时长变化。\u003C/p>\u003Cp>\u003Cstrong>从一条母版剪出嵌套版本。\u003C/strong> 短版通过剪掉尾部得到，不重剪开头。6 秒、15 秒、30 秒版本的前三秒完全一致，差异才能归因于钩子之后的内容。\u003C/p>\u003Cp>\u003Cstrong>隔离版位。\u003C/strong> 每个广告组只投一个版位，或用平台 A/B 工具并锁定版位。混投会让系统把预算推向偏爱某个时长的版位，结果说明的是分配，不是时长。\u003C/p>\u003Cp>\u003Cstrong>按目标选成功指标。\u003C/strong> 认知看单次完整观看成本和完播率；考虑看留存率和点击率；转化看单次结果成本和「看完的人」的转化率。目标是购买时，别因为 6 秒版千次展示成本更低就宣布它赢。\u003C/p>\u003Cp>\u003Cstrong>给足预算和天数，提前写好决策规则。\u003C/strong> 时长差异往往不大，两天就结束的测试读的是噪音。事先约定什么结果会让预算转向，否则测试只会印证原本的想法。样本量和常见结构性错误见 \u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/how-to-test-ad-creatives/\">广告创意测试方法\u003C/a>。\u003C/p>\u003Ch2>读指标，而不是信某个数字\u003C/h2>\u003Cp>这些指标要一起看，单看任何一个都会误导。\u003C/p>\u003Cp>\u003Cstrong>3 秒播放与留存率（Meta）。\u003C/strong> 留存率等于 3 秒播放除以展示。留存率低说明前三秒失败，剪短也救不了；留存率高但随后急跌，说明钩子成立、正文不成立。\u003C/p>\u003Cp>\u003Cstrong>ThruPlay 与完播（Meta）。\u003C/strong> 对比 15 秒和 30 秒版本的 ThruPlay 率和播放至 95% 的比例。长版被看完的比例明显更低，多出来的秒数就是花了钱没人看。\u003C/p>\u003Cp>\u003Cstrong>2 秒与 6 秒观看（TikTok）。\u003C/strong> 两者落差显示钩子之后流失得多快，落差大意味着兑现来得太晚。\u003C/p>\u003Cp>\u003Cstrong>观看率与留存曲线（YouTube）。\u003C/strong> 观看率等于观看除以展示，对可跳过插播来说衡量的是谁撑过了跳过点。YouTube Analytics 的留存曲线显示观众在第几秒离开，断崖就是该剪的位置。\u003C/p>\u003Cp>\u003Cstrong>浏览后转化（view-through）。\u003C/strong> 适合在同一平台、同一归因窗口内给剪辑排序，但跨平台不可比，且被频次放大。用它排序，不用它证明增量。\u003C/p>\u003Cp>\u003Cstrong>按时长拆的单次结果成本。\u003C/strong> 最终检验永远是业务指标。长版完播更差但单次安装或购买成本更好，那完播本来就不是目标。\u003C/p>\u003Cp>DeepClick 为跨境广告主提供广告流量监测与落地页工具，帮助在平台侧观看指标之外看到点击后的用户行为。了解更多请访问 \u003Ca href=\"https://deepclick.com/\">DeepClick\u003C/a>。\u003C/p>\u003Ch2>常见问题\u003C/h2>\u003Ch3>Facebook 和 Instagram 视频广告多长最合适？\u003C/h3>\u003Cp>Meta 商务帮助中心建议信息流和 Stories 视频广告保持在 15 秒左右或更短，并做到无声可懂。In-stream 版位规格历史上在 5 到 15 秒。\u003C/p>\u003Ch3>TikTok 广告应该做多长？\u003C/h3>\u003Cp>TikTok for Business 在自身分析中提到 21 到 34 秒的信息流广告表现较好，规格允许最长 60 秒。Spark Ads 继承原帖时长，优先挑平均观看时长高的帖子。\u003C/p>\u003Ch3>YouTube 各类广告的时长限制是什么？\u003C/h3>\u003Cp>导视广告 6 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