People are watching more and more videos, and video content dominates social media. So, there is no reason why you should not get in on the act too and make your own business video.
But how long should your video be? What’s the ideal corporate video duration?
There is no easy answer when it comes to video length, but there are some factors to consider. How long should a video be? Let’s take a look.
Current Video Consumption Trends
It’s important to start by looking at how people watch videos. Online video consumption trends depend primarily on the audience. B2C videos are often consumed on social channels, and mainly on mobile devices. Do not underestimate the importance of mobile:
- Mobile video consumption goes up by 100% each year
- 75% of all videos are watched on mobile
- By 2022, 79% of all the mobile data traffic in the world will be video
B2B videos, on the other hand, are typically consumed on desktop computers. According to recent figures, 87% of business videos are consumed on a desktop.
It’s also important to look at how long people watch videos for on average. There are no set rules, but according to the 2019 Video in Business Benchmark Report, 73% of business videos are two minutes or less, and only 2% are longer than 10 minutes.
Typical Durations for Video Types
We can also get a good idea about how long your video should be by looking at the average lengths of different video types. Some types of videos are longer than others, and this can provide you with a useful guide.
Social Videos
When it comes to social video length, it’s usually best to keep it short. Facebook videos, for example, are typically very short and usually no more than one to two minutes in length. However, one of the most viewed videos in 2019 was 18 minutes long, so there are no set rules.
Instagram, on the other hand, sets a maximum of 60 seconds per video. This could be a useful guide to follow for other social videos. By keeping your video under 60 seconds, you can use it on Instagram and other social platforms.
Promotional Videos
How long should a promotional video be? Promo video length depends on a range of factors, but think of television commercials that are usually 30 seconds or 60 seconds. This is a formula that’s worked for a long time, so consider something along that length.
Landing Page Videos
With landing page videos, your goal is not to capture attention like on social media, but rather to make your case – and that can take a long time.
Video sales letters and crowdfunding videos can be anywhere from 10 minutes to half an hour or even longer. It all depends on the case being made.
Tutorial Videos
Tutorial videos or how-to videos can also be longer than the typical social media video. Up to 10 minutes is fairly standard because you need to get enough information across.
With these, you have already got the attention of your audience so now you need to inform them and teach them. That being said, try to be concise and don’t make it longer than necessary.
Company Culture Videos
Around two minutes is enough for a company culture video; any longer and you’re probably doing too much. All you need to do is cover all the important elements, so keep it short enough that it does not bore your audience.
These will usually be used in training and recruitment, so keep it short, punchy and entertaining.
How Your Objectives Affect Video Length
Another factor that will affect the length of your video is what you are trying to achieve with it. If you are trying to generate leads, the video may need to be longer. A product demonstration video, on the other hand, can be quite short, especially if the product is not too complex.
Video marketing goals could include:
- Branding
- Training and education
- Persuasion
- Generating shares
Always have a clear objective for your video, and use this to help determine how long it should be.
How Your Budget Affects Video Length
If you want to create a longer video, it is likely to be more expensive. But while that’s a general rule, it’s not set in stone.
Longer videos mean you have to pay actors for more of their time, and there is a longer video production and editing process. Even making a video a minute or two longer can add to the budget.
Obviously, length is not the only factor. You can have a very long video shot on your smartphone that will be essentially free. But all else being equal, a longer video will be more expensive.
Use Video Analytics to Determine the Ideal Length
You can also use previous videos to work out the ideal length for future videos using video analytics. This involves a bit of trial and error, but it’s always worth doing.
There are lots of video metrics to look at. One of the most important metrics to track is the video drop off rate. If most people stop watching at one minute and your video lasts twice as long, why is this?
If you have a lead-generation video where people drop out halfway through, but it still generates multiple leads, you might want to keep your next video shorter.
If people watch right to the end, but they do not carry out the action like signing up or sharing the video, you may need to consider making your next video longer.
How to Make Your Videos Engaging
Rather than focusing exclusively on length, try to focus on making your video engaging. A video may be longer than the standard length for a particular platform or purpose, but if it is engaging, people will still watch it.
How to engage an audience?
Essentially, where you can make your video shorter, do so. If you can cut out information that’s not necessary, do so. It’s like writing: use as little as you need to in order to get the point across.
- Edit it properly and cut out anything that does not matter and does not add to your argument.
- Create a script that covers all the main points, then edit it down further. Sometimes it’s easier to do on paper.
- If a video is long, focus on other techniques like using professional equipment and lighting to make it compelling.
- Add music, humour and drama.
- Tell a story and keep your audience surprised.
When it comes to video engagement ideas, this is where an experienced video production agency can really help. They can come up with ideas that you have not thought about to keep your video engaging no matter how long or short it is.
Don’t Make It All About the Length
This should give you a general guide to the factors to consider when determining the length of the video. But don’t make it all about the length: the duration is only one factor.
Your business video should be as long as it needs to be and no longer. Don’t assume that no one will want to watch your video if it is long. If it is naturally long but is still engaging, that’s fine.
Use your judgement, and take advice from your video production agency. They will have a very good idea about the sort of length you should be aiming for, so let them guide you.
