In a world of endless scrolling and quick dopamine hits, 99 seconds might be the sweet spot we’ve all been waiting for. Platforms have often been divided between ultra-short, snackable content like TikTok's 15-second clips and long-form video on YouTube. But there's a middle ground that offers depth without asking too much time from viewers—the 99-second format.
Imagine you’re watching a basketball game. Some of the greatest players of all time built their legacy with one consistent tool: the midrange jumper. For decades, it’s been the shot that’s just far enough to be impactful but close enough to ensure accuracy and consistency. Players like Michael Jordan, Kobe Bryant, and Kawhi Leonard have dominated with the midrange, taking a significant percentage of their shots from this spot. The 99-second format is our “midrange jumper”—not too short, not too long, just enough time to deliver a well-rounded, satisfying experience.
The Middy
What makes the 99-second theory revolutionary is that it addresses a very modern problem in a way that feels timeless. It’s simple and effective, but not restrictive. Creators are still free to experiment, to push boundaries, to tell stories—but they’re encouraged to do so within a boundary that demands clarity and conciseness.
For businesses, this format can be a game-changer. Imagine product demos, customer testimonials, or promotional videos that get right to the heart of the message without wasting time. For users, it means they can follow brands, creators, and friends without feeling like they’re drowning in content. And for the platform itself, it means higher engagement and better retention, as users stay on the app to consume more content that doesn’t demand too much time.
In the military and veteran communities, where OpenChat AGI is focused, the 99-second video format has an added benefit. It respects operational security by encouraging brief, purposeful content sharing, reducing the risk of accidental oversharing while providing families and service members with a reliable, meaningful way to stay connected.
To really drive home the concept of OpenChat AGI’s 99-second “Middy” format, let’s bring in an analogy to basketball and one to popular content genres:
Imagine the dominance of the midrange jumper in basketball. The midrange shot, often overlooked in favor of three-pointers and close-range dunks, has been a staple in the toolkit of basketball’s all-time greats. Players like Michael Jordan and Kobe Bryant dominated the game in part because of their mastery over this specific shot. In fact, some of the most successful players took over 50% of their shots from the midrange, finding a balance that kept defenders on their toes. Similarly, the 99-second video length in social media is the sweet spot—capturing enough detail to provide context and meaning while staying short enough to respect the audience's time. Like the midrange jumper, it’s effective, versatile, and capable of reaching a wide audience without overcommitting.
So why should you embrace the 99-second theory? It allows creators and audiences to find that perfect sweet spot for engagement. Here’s why it works so well across various content genres:
Perfect for Lifestyle & Cooking Videos
99 seconds is enough to show a recipe, lifestyle hack, or creative tip without bogging down the viewer with endless steps. Think about a quick how-to on making a cup of coffee, organizing a closet, or crafting a DIY project. In under two minutes, you get the main ingredients, essential steps, and final product—no filler, just value.
Ideal for News and Education
News thrives in the 99-second format, where viewers get the core facts and analysis without the lengthy background. It’s quick enough to stay relevant and accessible but long enough to cover essential points. In a 99-second span, a viewer can gain a solid understanding of a current event or concept, making it ideal for fast-paced consumption and a variety of topics.
Workout Videos and Personal Challenges
I don’t know about you, but try holding a plank for 90 seconds—it's tough! In the Army, our drill instructors would challenge us to perform exercises in rapid succession, mixing running, jumping, and pushing ourselves to the limit. Even if you’re working out solo, 99 seconds of any exercise feels intense. This format is excellent for fitness challenges, mini-routines, and quick workout tutorials. It’s long enough to make an impact but short enough to keep you moving.
Creative Storytelling and Personal Stories
Storytelling fits beautifully in the 99-second format. With enough time for a beginning, middle, and end, creators can share meaningful experiences, short motivational talks, or anecdotes that leave an impression. The format forces you to cut the fluff, leaving only the most powerful moments.
Music, Comedy, and Micro-Documentaries
For musicians, 99 seconds can be enough to share a verse and chorus or a key section of a song, perfect for captivating audiences with a teaser. Comedy skits can land a punchline, and micro-documentaries can capture a single theme or event. There’s enough time to develop the idea but not so much that it loses momentum.
Why 99 Seconds is the Future: The Science of Attention
The 99-second format respects attention spans without sacrificing depth. It’s a challenge—both for the creator to deliver value concisely and for the viewer to stay engaged. It’s like the perfect midrange shot in basketball—consistent, reliable, and effective. Unlike the long three-pointer, which is harder to pull off, or the quick layup, which doesn’t pack as much of a punch, the midrange shot finds balance. With the 99-second theory, creators find the balance between depth and brevity, giving viewers the best of both worlds.
In the end, the 99-second format pushes creators to prioritize value while making content accessible for all audiences. Whether you’re a casual viewer, a seasoned content creator, or a military influencer with a story to tell, 99 seconds gives just the right amount of space to share something memorable. So if you haven’t tried it yet, give it a shot.
The truth is, people are ready for this kind of format. Social media has evolved in so many ways, but video length has rarely been questioned. We’ve accepted the 15-second clip and the hour-long vlog as standards, without asking if there’s something better. The 99-second theory challenges this assumption and proposes a solution that’s both innovative and, in a way, obvious.
OpenChat AGI’s decision to focus on this format shows a commitment to quality over quantity, engagement over gimmicks, and community over clicks. By giving creators a 99-second canvas, we’re inviting them to make something memorable, meaningful, and impactful. And by offering this to consumers, we’re respecting their time while delivering something more substantial than a quick, forgettable clip.
The Takeaway
In the end, the 99-second theory is more than a feature—it’s a mindset shift. It forces us to reconsider not only how we engage with content but also how we value our time and attention. It’s a format that challenges creators to distill their ideas to the essence, to make every second count, and to form a connection with their audience that isn’t just fleeting but memorable.
The 99-second format might just be the future of social media—a future where we don’t have to sacrifice depth for brevity, where creators and audiences alike can have both. It’s not about cramming everything into the shortest possible clip or indulging in long-winded monologues; it’s about finding the perfect balance, just as the greatest works do. As Gary Vaynerchuk puts it, "Attention is the greatest asset." And in a world of constant distractions, it’s also one of the scarcest. The 99-second theory respects that scarcity, creating a space for content that’s not only digestible but also impactful.
