What's The Ideal Length For Your Marketing Video?
How can you get everything you want to say in a marketing video, but still make it short enough that people will watch to the end?
This is one of the most common questions we get asked from new clients, eager to get started with an explainer video project.
You may have heard that online videos should be 60-90 seconds long for maximum engagement. If you have a more complicated message to get across, you might think that it's impossible to explain in that time and think videos might not work for you. Trust me, this is not the case.
It's definitely true that shorter videos are easier to watch to the end. It takes viewers only a few seconds to decide if your video is something they want to spend their valuable time on.
For shorter videos, by the time they've formed an opinion, the video might almost be over, so they'll watch to the end just to see how it turns out. For longer videos, say around 3-5 minutes, viewers might decide it's not worth their time to hang around.
The secret to making your marketing videos more watchable is in tailoring the length to the message and the context.
What do you actually want the viewers to get from this video? Stick to one or two main points to keep the video content as concise as possible.
Make the message as short as possible by taking out all the fluff and getting to the point as quickly as possible. You'll also need to make sure you have a clear beginning, middle and end to the narrative of the script, so it makes sense as a whole. This can be a balancing act between making sure your script is as short as possible, without skipping over anything important.
The context also makes a big difference to the ideal length of your video. If this is your first interaction with the viewer, you will want it to be shorter. Viewers that have no prior relationship with you will only give you a short time to get to the point before they start looking elsewhere.
For a video aimed at leads further down the funnel, your viewers will be more willing to invest their time in a longer video to get more in-depth information. A 5-minute case study, or 10-minute product demo would be absolutely fine at this point, but might not work so well on your website homepage.
The ideal length can work itself out somewhat organically when you determine what the viewer needs to know at the point in which they'll be watching the video.
If you're putting time and money into producing video content, you'll also be carefully tracking it with the right analytics to measure its performance, which means you can constantly improve your results.
With a video engagement graph, you can see where viewers are dropping off or skipping through the video, which can give you an insight into what viewers are thinking. If the majority of viewers drop off half-way through the video, you can make a change to the content or just shorten it all in general and see how viewers respond to the change.
The ideal length for your marketing video isn't a one-size-fits-all solution, but with these points in mind, you'll be better prepared to determine what works for your viewers and adjust it as you go.
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