How long should a jingle be?
Match the length to where it plays. A sonic logo is two to five seconds: the name and a few notes. A social video jingle works at 15 to 30 seconds with the hook in the opening line. Radio sells airtime in fixed 15, 30 and 60 second spots, so the song must end exactly on time. A full brand song can run a minute or more.
Updated
Length by placement
- TikTok, Reels, Shorts ads: 15 seconds for a single offer, 30 when you need the problem, two benefits and a call to action.
- Radio: exactly 15, 30 or 60 seconds, including any spoken tag at the end.
- Podcast sponsor slot: a 5 to 10 second sung tag before or after the host read.
- On hold or in store: a 30 to 60 second loop that does not get irritating on the fifth play.
- App open, video end card: a 2 to 5 second sonic logo.
What fits in each length
Sung lyrics move at about two words a second once you allow breaths. That gives you roughly four short lines in 15 seconds, eight in 30 and a verse plus a repeated chorus in 60. The hook should be the first line in every version. If the 15 second version does not make sense on its own, the hook is too weak, not the clip too short.
The platforms allow much longer
Length is rarely limited by the platform. On 17 October 2026, TikTok's help center listed up to 10 minutes for non-Spark in-feed ads, and Meta's guide listed up to 15 minutes for Instagram Reels ads. So the decision is creative. Most product ads lose people well before the 30 second mark unless the story is genuinely gripping, so keep the long versions for retargeting people who already know you. Specs are in the TikTok guide.
Write once, cut three ways
Write the 30 second version first, then make sure the first four lines also work as a 15. The 60 is the 30 with a second verse and the chorus twice. Each cut should be its own mix, ending on a resolved note, rather than a fade or a hard chop. SingingAds writes the lyrics to the exact length you pick, 15, 30 or 60 seconds; see 15, 30 and 60 second jingles.
Illustrative example: one jingle at 15 and 30 seconds
Shop: Bramblecot Candles (fictional). Claim from the page: soy wax, 50 hour burn.
15 seconds:
Strike a match, the day slows down,
Soy wax glow in every room in town,
Fifty hours, one small flame,
Bramblecot, remember the name.
30 seconds adds a moment before and a call to action after:
Rainy Sunday, phone on low,
Nothing planned and nowhere to go...
(the four lines above)...
Find your scent at bramblecot dot shop,
Bramblecot, the glow won't stop.
The options
-
2 to 5 second sonic logo
Just the name and a few notes, short enough to put on every video end card.
- Best for
- Brands building recognition over many ads.
- Price
- Varies
-
5 to 10 second sung tag
Fits before or after a podcast host read or at the end of a spoken ad.
- Best for
- Podcast sponsors and radio tags.
- Price
- Varies
-
15 second jingle
One hook, one benefit, the name; matches short attention in the feed.
- Best for
- TikTok and Reels prospecting ads.
- Price
- Varies; often the cheapest cut
-
20 to 25 second cut
Room for a moment and a benefit without the drag of a full 30.
- Best for
- Products that need one line of explanation.
- Price
- Varies
-
30 second jingle
Classic ad length: moment, two benefits, name twice, call to action.
- Best for
- Radio and most social ads with an offer.
- Price
- Varies
-
45 second story version
Lets a short narrative unfold; works when viewers already know the brand.
- Best for
- Retargeting and YouTube.
- Price
- Varies
-
60 second spot
Verse and chorus; radio still sells 60 second slots.
- Best for
- Radio and long-form brand videos.
- Price
- Varies
-
Looping 30 to 60 second bed
Built to repeat without an obvious end point.
- Best for
- On-hold lines and in-store audio.
- Price
- Varies
-
Full brand song (90 s or more)
Gives fans something to share and stream, but rarely runs as an ad.
- Best for
- Brand launches and events.
- Price
- Varies
What it can't do
- Words-per-second guidance is a craft rule of thumb, not a platform rule.
- Radio timing rules vary by station; confirm the exact spot length with the station before you record.
What it costs
From $15 for one ad, or $59 for about 6 thirty-second video ads. Credits never expire. A jingle take costs 4 credits; a typical 30-second video ad about 26. There is no free tier and no free sample.
One-time packs
One ad
$15 once
Five ads
$59 once
Questions
- What is the standard jingle length?
For broadcast, 15, 30 or 60 seconds, because that is how airtime is sold. For social ads, 15 to 30 seconds is the usual range.
- Is a 60 second jingle too long for TikTok?
It is allowed, but most people scroll on long before. Use the 60 for retargeting or YouTube and run a 15 or 30 for new viewers.
- How short can a jingle be?
A sonic logo can be two seconds. Anything under about ten seconds is a tag or logo rather than a jingle that tells a story.
- Should the 15 second cut just be the first half of the 30?
Only if the first half contains the hook, the benefit and the name. Usually the 15 needs its own ending so it does not stop mid-thought.
Sources
- TikTok, TikTok Auction In-Feed Ads (specifications), 2026-06, read 17 Oct 2026
- Meta, Video ad specs on Instagram Reels (Meta ads guide), read 17 Oct 2026