Aim for 3–7 frames. Completion rate — the % who watch to the last frame — drops sharply after 7, and completion is the metric the algorithm rewards most. Only go longer if every frame earns its place.
Add a low-effort sticker (poll or emoji slider) early to trigger a tap, a main interaction near the middle, and your CTA sticker on the final frame. A sticker every 2–3 frames resets attention and boosts reach.
Usually too much text, no movement, or the value is buried. Front-load your best point in the first three frames, use one idea and one visual per frame, and make the first frame stop the tap with motion or a bold hook.