All too often, people making videos for their organisations think that they have to cram a ton of information into a single video. Creating a video that’s too long can have a significantly negative impact on the success of your video. At the same time, you don’t want to make your video so short that it doesn’t convey your message properly. So how long is too long, and what length should you be aiming for?
According to recent statistical information, the top 50 most online advertisements from around the world have an average length of just under three minutes. You might think, then, that you should aim for three minutes or just a few seconds less if you want to create a successful video for your organisation. That may not be the case, though.
Of those top 50 videos, the top 10 averaged just over four minutes, and the bottom 10 averaged under two minutes. Thus, within a certain range, the longer a video was, the more shares it got worldwide.
So, while you may hear some “experts” say that you should aim for between 90 seconds and two minutes for any online marketing or product video, you might want to reconsider that advice. While shorter videos are more likely to be watched to completion, if you have compelling content that takes more than two minutes, you shouldn’t feel as though you have to cut it down and sacrifice the quality of your video to get it under the arbitrary two-minute limit.
In general, studies have shown that audiences have slightly shorter attention spans for business-oriented and focused videos. At the same time, if you have a video that’s more entertainment-focused, you might be able to get away with shooting something that’s as long as eight minutes or more.
Basically, as with all aspects of creating a video for your organisation, you’ll need to know your audience and understand that video length can play a major role in how successful your video is.