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How Long Should Your Videos Be?

Short or Long? – This is one of the most asked question in video marketing and there are a lot of answers to it. In this fast paced, highly erratic and unpredictable market, customers’ attention spans are very low.

In fact, their attention span is so low that, according to some experts, videos should not be longer than a minute. And the experts seem to be right, especially when you take into consideration the new numbers released in a study done by animoto: 37.9 percent of consumers want videos to be under 30 seconds, while 35.9 percent want them to be between 30 to 60 seconds long. Only a fraction of the respondents want videos longer than 1 minute. These numbers paint a very pragmatic result: people want videos which answer their questions immediately, and they want videos who go right to the subject. What does this mean for your video marketing campaign? How long should your videos actually be, after all?

Length vs. engagement

As you probably already guessed, there’s a powerful link between a video’s length and viewers’ engagement. And it’s only natural, right? People get bored, they find something else to watch and simply forget about your video. When people watch a 2 minute video, they watch more of that video, than a 1 minute video. Basically, the engagement-length relationship isn’t linear. You get more engagement in a 2 minute video than a 1 minute video, but there’s a catch.

The 2 minute video is the new sweet spot, so keep it short

Engagement is the best for under 2 minute videos. Essentially, a 90 second video will be watched by more people than a 30 second video, but you should always keep it under 2 minutes. This is the sweet spot. Over 2 minutes, engagement falls sharply, especially after 3 minutes. After this spot, a continuous decay in engagement occurs, and people will get bored of your videos quicker. Here’s a breakdown:

  • 0 to 2 minutes videos – 70 percent engagement
  • 2 to 5 minutes – 60 percent engagement
  • 7 to 14 minutes – 50 percent engagement
  • 15 to 20 minutes – 40 percent engagement

The second best length for your videos, according to these statistics, is between 7 to 15 minutes, where engagement is steady, around 50 percent. Videos longer than 15 minutes have an accelerated decay in engagement, so be cautious with longer videos.

Video length depending on topic

How long should your video be also depend on your topic or subject:

  • company about videos – keep them short, under 1 minute; be as specific as possible and provide the basic information about your company;
  • product videos – these videos may be about new products, how they are made or overviews; keep them as short as possible, typically between 1 and 2 minutes. Product demonstration videos can be longer, 3 to 5 minutes, as viewers are willing to watch them for longer.
  • news videos – people love small news snippets that are around 30 seconds in length; don’t go over 1 minute;
  • workshops, seminars and presentations – typically, viewers will not watch the whole conference or presentation; try to provide a shortened version, no longer than 5 to 10 minutes;

Short or Long? – This is one of the most asked question in video marketing and there are a lot of answers to it. In this fast paced, highly erratic and unpredictable market, customers’ attention spans are very low.

In fact, their attention span is so low that, according to some experts, videos should not be longer than a minute. And the experts seem to be right, especially when you take into consideration the new numbers released in a study done by animoto: 37.9 percent of consumers want videos to be under 30 seconds, while 35.9 percent want them to be between 30 to 60 seconds long. Only a fraction of the respondents want videos longer than 1 minute. These numbers paint a very pragmatic result: people want videos which answer their questions immediately, and they want videos who go right to the subject. What does this mean for your video marketing campaign? How long should your videos actually be, after all?

Length vs. engagement

As you probably already guessed, there’s a powerful link between a video’s length and viewers’ engagement. And it’s only natural, right? People get bored, they find something else to watch and simply forget about your video. When people watch a 2 minute video, they watch more of that video, than a 1 minute video. Basically, the engagement-length relationship isn’t linear. You get more engagement in a 2 minute video than a 1 minute video, but there’s a catch.

The 2 minute video is the new sweet spot, so keep it short

Engagement is the best for under 2 minute videos. Essentially, a 90 second video will be watched by more people than a 30 second video, but you should always keep it under 2 minutes. This is the sweet spot. Over 2 minutes, engagement falls sharply, especially after 3 minutes. After this spot, a continuous decay in engagement occurs, and people will get bored of your videos quicker. Here’s a breakdown:

  • 0 to 2 minutes videos – 70 percent engagement
  • 2 to 5 minutes – 60 percent engagement
  • 7 to 14 minutes – 50 percent engagement
  • 15 to 20 minutes – 40 percent engagement

The second best length for your videos, according to these statistics, is between 7 to 15 minutes, where engagement is steady, around 50 percent. Videos longer than 15 minutes have an accelerated decay in engagement, so be cautious with longer videos.

Video length depending on topic

How long should your video be also depend on your topic or subject:

  • company about videos – keep them short, under 1 minute; be as specific as possible and provide the basic information about your company;
  • product videos – these videos may be about new products, how they are made or overviews; keep them as short as possible, typically between 1 and 2 minutes. Product demonstration videos can be longer, 3 to 5 minutes, as viewers are willing to watch them for longer.
  • news videos – people love small news snippets that are around 30 seconds in length; don’t go over 1 minute;
  • workshops, seminars and presentations – typically, viewers will not watch the whole conference or presentation; try to provide a shortened version, no longer than 5 to 10 minutes;

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