What is the Right length for my Video Marketing?
Take a browse through some of your favourite YouTube clips and you might see a range of different lengths, some videos as short as fifteen seconds and others longer than twenty minutes. Yes, human beings have short attention spans however to this point, there are videos, TV shows, and films longer than average who have been able to successfully capture an audience. Thus, when it comes to marketing your business, what’s the right length for a video – well, we hope to answer that here.
The relationship between video length and audience engagement
The single statistic you want to pay attention to, when it comes to deciding what the right length is for your video, is engagement. Finding out how much content your audience is likely to consume before beginning to drop off in significant portions. In terms of video marketing for business, videos up to 2 minutes in length receive the highest engagement before a significant drop-off begins to happen. Thereby, whether it’s thirty seconds, ninety seconds, or the full two minutes, audience engagement is the same across each of these times. Short, sweetened, and to the point, building up a series of two-minutes video clips can help elevate a business to the next level.
If you want to make a video longer than 2 minutes, here’s what’s up
If you’ve decided to make a video longer than 2 minutes, we recommend not going over 12 minutes in length. Audience engagement begins to fall after two minutes and then, it levels off between six minutes and twelve minutes. What this tells us is that no matter how long a video is between six minutes and twelve minutes, the engagement levels are the same because the audience is prepared to watch a longer video. In terms of video marketing, this length range may not be first choice however depending on the subject of the video, you may want to occasionally experiment with long-form videos such as these.
If you want to make a video over 12 minutes, it’s not recommended
After 12 minutes in video length, engagement begins dropping off again. Be sure to use caution and really question whether a video over 12 minutes is warranted or whether it can be cut down to the ideal range. For more narrative-driven plots or extended tutorials, you may get some good viewership however even so, every minute beyond twelve minutes, you’re still losing more and more of the audience.
Use this data to build your video marketing content
Numerous studies correspond to the theories and philosophies shared in this article. Video marketing campaigns are standardly built according to this data however there is something to be said for experimentation. The audience’s expectations are always changing. If you find something that works and it goes against what is being said here, always go with the results.
If you’ve never engaged in video marketing before, a short collection of videos under two minutes in length are more than enough to get a brand going in this space. These require minimal financial investment and won’t break the bank, unlike longer videos. It also bears keeping in mind what the videos are being used for and who will be watching. For example, for less qualified customers, a short introduction video is probably the best way to go. For a returning customer ready to buy, something a little longer might be more helpful. Effective video marketing involves maximizing every opportunity to engage the audience member.
