How long should my video be? is an important question.
In fact, it's one of the 1st questions you need to consider when creating your online marketing videos.
These days, you need to be savvy with your videos as everyone has the potential to produce one. The best way to be the 'savvy video producer' is to spend just a bit of time considering how long you want your video to be.
Better still, think about what length will be most engaging for your viewers.
You may already know that CONTENT is king and CONTEXT is queen; but, video length needs to be on your radar if you want your video to give a decent ROI.
A Microsoft study supports the theory that video length matters. Their 2000 person strong research involved surveys and the use of brain electroencephalograms (EEG’s) to determine the impact that pocket-sized devices, and the increased availability of digital media content, have on our daily lives.
The results were fascinating….and a little disturbing.
The study officially concluded that goldfish have longer attention spans than humans.
Apparently, our water-loving friends can maintain an attention span of 9 seconds. Meanwhile, our human attention span has dropped from 12 seconds in the year 2000, to 8 seconds in 2015.
However, the news was not all bad. Microsoft also found that our ability to multi-task has drastically improved.
What does this mean for video length?
The hard truth is that you have only SECONDS to capture your viewers attention. In our experience, a viewer often decides whether to continue watching an online video within 5-10 seconds. This isn’t long, so put your strongest content at the beginning so they can make an informed decision.
But, what about TOTAL video length?
If your online marketing video is designed to promote your business or raise awareness of your product/service (this includes arty creations like books, etc.), your best bet is to keep it short – approx. 30 seconds to 2 minutes in length.
The ‘short & sweet’ approach is the tried and tested method that television commercials (which are either 15, 30 or 45 seconds in length) have used for years.
A well-crafted, engaging online marketing video will exploit every frame of footage, and this needs to be your approach if you want your production to be effective. There are, of course, instances when increasing the run time to 5+ minutes is necessary, or even preferable; but, most of the time aiming for a short & sweet production is best.