29 Jul, 16 Video length: how long should your video be?
The one question we get asked the most is definitely, “How long should my video be?” And I always answer, “How long is a piece of string?”
I’ve always said if you’re creating a ‘first-view’ sales/marketing video that a viewer is likely to come across randomly, you’d be best to keep it under two mins.
But if you’re creating a piece that’s designed to give people in-depth information about a topic, like the Chronic Conditions Toolkit videos we produced for Alzheimer’s Australia Vic, then you could probably let your video run longer because your viewers are most likely actively seeking out that information.
There are no rules that work for every occasion though.
It’s like choosing an outfit to wear to the movies. Firstly, is it Summer or Winter? Day or night? Is it midweek at your local cinema or Saturday night at an art house theatre? Are you going with a Mums and Bubs group, or is it a first date? In each of these instances you’re still going to do the exact same thing: sit in a dark room with other people and watch a film, however each scenario calls for a different set of wardrobe rules.
Choosing the right length for your video requires the same individualised consideration. And we can help you with that.
For those who like the hard stats behind a theory, here’s a great article from Wistia, one of the world’s leading video hosting platforms. They gathered data from 564,710 videos, and more than 1.3 billion plays to determine where exactly the sweet spots are before viewer engagement starts to drop.
Read the entire Wistia article here: https://wistia.com/blog/optimal-video-length