What’s the ideal duration for a video?
We all know from personal experience that it takes a super exciting video for us to stick around for long. So when we’re considering the ideal duration for a video production, our instinct might be to think the shorter the better. And generally, that’s correct! But is it that simple? Nah, of course not!
So how do you decide on the ideal duration for your video production?
What and where
First of all, have a think about what you want your customers to get out of your video and where you want to put it. If you want to tease them with a little preview of a product which leads them to find out more on your website, you probably want to splash it all over your social media pages and keep the video very short, 15-30 seconds. This will be just enough to pique their interest so they click on that all-important website link.
If you want visitors to your website to know just how amazing you are, then you’ve got more room for manoeuvre. They have already shown an interest in your business by being on your website, and if they click on the little play triangle, it probably means they want to know more about you and are willing to stick around for a minute or even two.
Of course, if you need both, you can always create a 1-2 minute video to place on the home page of your website, along with a shorter 30 second teaser video to share on social media which leads them to it. The best of both worlds!
Longer Videos
There’s a place for longer videos too, if you are providing them with valuable information in the form of a tutorial video for example. They have clicked on your video because they want to find out something they think you can tell them. As long as your video is succinct, informative and engaging, your customers are likely to stick around for much longer.
There are of course instances where even longer videos are required. For example, a seminar or TED talk style presentation needs to be the length that it is in real life. If this is something you are doing, it’s worth bearing in mind that there may be people interested in your content who don’t have time to sit through an hour long presentation. I have always found it useful to film an interview with the speaker after the seminar which sums up the most important points of the talk. This can then be easily edited together into a video of a few minutes long which will not only be useful for your time-restricted viewers, but will act as a an advert or teaser of the seminar itself, leading people to go on to watch the full seminar video.
Multiple Videos
If you have loads of content you want to share, it’s often best to break it up into bite size chunks and release them as separate videos. This way, you’re more likely to hold their attention and build up a fanbase, and if they like one, they’re likely to watch the rest. Your customers can also pick and choose the videos that interest them the most, instead of trawling through the entirety of a 7 minute video to pick out a couple of key points.
Examples
There are no hard and fast rules to video duration, but here’s some examples of what I’ve found works for my customers:
- Social Media advert/viral video: 15-30 seconds
- Promotional video about your business: 1-2 minutes
- A customer testimonial video: 30 seconds -2 minutes depending on how many customers you can get to appear in the video, and how many glowing things they have to say about you!
- Tutorial video: 1-5 minutes depending on the complexity of the thing you are teaching. Keep it succinct and clear, but it needs to be long enough to cover what they need to know.
Remember that a video isn’t usually there to tell your customers absolutely everything about your business, product or service. It is often most effective to give them an overview, show them how amazing/knowledgeable/passionate you are and pique their interest, before prompting them to visit your website or give you a call to find out more.
So to sum up, there’s no ideal length for a video. Keep it short if you can, but most importantly, ensure it’s engaging, succinct and clear, and you can’t go far wrong!
If you’d like some more advice on how a video will work best for you, your business or your charity, we’re always happy to have a chat! Get in touch!
