Statistically, shorter videos are more engaging than longer ones. If your marketing video is about 15 seconds to 1 minute, most people will watch it all the way through. If your message is more than 2 minutes, the story must be incredible to keep your viewers’ attention.
The duration of each marketing video depends on the genre. Marketing specialists recommend the following length of video:
- Videos of 15 sec to 40 sec duration are good for Instagram videos and commercials;
- Videos of 30 sec to 2 minutes’ duration are perfect for skills demo, self-presentations (elevator speech), a welcome video for a website, video- resume, testimonials and video-tips; and
- Videos of 1 minute to 5 minutes’ duration are ideal for educational videos, corporate videos, product-presentations, expert-videos, training videos and some others. If a marketing video is supposed to be more than 2 minutes, the best solution is to create a few short videos instead of one long video.
If the business owner has their own social media channel (such as YouTube or Vimeo), it’s a good idea to create a video series (8-10 videos). For example, if it`s an educational or training series, each video could be 2-3 minutes. In this case, the viewers` attention will be sustained, because they will get useful information every time, and short videos are easy to perceive. Video tips could be 1 minute each. If the business owner releases a video every week, it will attract a lot of subscribers. They will distribute these videos among their friends and colleagues and share via their own social media channels.
Series of short videos are easily searchable and increase website traffic. First-time website visitors will want to stay on the website longer to watch the whole series at a time, and will come again to see something new. Series of marketing videos works well for direct mailing and attracting new subscribers.
According to The Marketer’s Summary (2014), 93% of marketers use videos for online marketing, sales or communications because they know that using the word “video” in an email subject-line boosts open rates and increases click-through rates.
The popularity of video content continues to grow, and as brainshark.com says “videos now appear in 62% of Google universal search results, and it’s been reported that video is 50 times more likely to rank higher in search than plain-text content.”
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