How long should a UGC ad be: 20 or 40 seconds?
Use 20 seconds for a single clear message — one product, one benefit, one call to action — which suits ads and promos. Use 40 seconds when the product needs explaining: how it works, two or three benefits, or an objection to answer. A 20-second script is about 48–60 spoken words and a 40-second script about 96–120. The platforms allow far longer videos (TikTok in-feed ads up to 10 minutes), so length is a creative choice, not a rule.
How many words fit?
| Length | Ideal words | Hard maximum | Price |
|---|---|---|---|
| 20 seconds | 48–60 | 72 | ₦15,000 |
| 40 seconds | 96–120 | 144 | ₦30,000 |
DINEX UGC's script step counts words live and colours the counter, so you can see when a script will rush. Over the maximum, one tap rewrites it to fit while keeping your facts and call to action.
When to choose 20 seconds
- Promos, discounts and "now available" announcements
- Testing several hooks cheaply
- Products people already understand
When to choose 40 seconds
- New or unfamiliar products
- Services that need a short explanation
- Answering a common objection (price, delivery, results)
What do the platforms allow?
TikTok in-feed ads can run up to 10 minutes, and YouTube Shorts can be up to 3 minutes, so both lengths fit comfortably. Shorter is not automatically better — the right length is the shortest one that delivers the whole message.
Can I make a 30-second video?
Not at the moment — the lengths are 20 and 40 seconds.