A question I hear often is "how long should my marketing or branded video be?" In the next few weeks I will discuss the optimal video lengths for different types of videos, and also tap into some guidelines for each type of video. What I write here is based on our experience at Veed.me, where we match businesses that need videos, with videographers. Let's start with a general overview of video length:
How Long Should My Video Be?
We are always being asked “How long should my video be?” But the truth is, we think that the real answer should “How short should my video be?” Videos can be a very tricky medium to use to get your message across. Yes, they are very accessible, and lend themselves to being shared, but unlike display ads, and images it’s up to our audience whether they will click play and choose to watch them or not.
It makes no difference whether your product or service is awesome, if they have never heard of your brand, there are two things that are going to determine whether they hit the play button:
- First impression, AKA - The thumbnail (that’s a whole different discussion but, you can imagine what works)
- The length of the video
Here’s a little test: Imagine that A, B and C are all videos with neutral thumbnails, which one will you click?
When the length shows A) 0:xx (less than a minute)? B) 1:xx? C) 2:xx?
That’s right. “A” is the winner, while over two minutes will be (for the most part) the big loser, in terms of keeping the viewer engaged throughout. In one of Wistia’s video lengths analytics, we are shown that shorter videos have the advantage when it comes to getting more people to watch the whole thing. Shorter videos produce a more engaged audience.