The advice keeps coming: attention spans are shrinking, so cut everything to ten or fifteen seconds. It has never been true. Our brains haven’t rewired in ten years. What has actually changed is that there’s far more content and, on the whole, it’s worse. The only honest answer to “how long should my video be?” is: as long as it’s interesting. Forget the numbers, the trends and the jump cuts. Make it good and make it worth watching, and people will watch.