Ideal length of a video

Many entrepreneurs are concerned with the form of the video first, before they care about the content. “How long would we make this video?” is often the first question we video marketers get. Our answer? “As long as the attention span lasts.

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The message determines the length of the video. If you keep captivating, the prospect keeps watching

The danger lies in the fact that you still find yourself captivating, but the viewer thinks otherwise. Measurement is knowledge, as they say. Contemporary video platforms such as youtube and vimeo offer statistics where you can see the average viewing time with your videos. There is no more objective barometer.

For example, in this video we made for Rombit, we see an average playback time of 71 seconds. About 40% of viewers finished the entire video. In itself, a good performance. You can watch the video here .

Science says...

The ideal video lasts 87 seconds. Bullshit, then. If you can get your message told in 50 seconds, then you should always do it. Respect your prospect’s precious time and make an impact on the time it takes. On the other hand, do take your time to formulate the message calmly and clearly. Don’t go cramming.

In short: only tell the essence of your message, according to a logical structure. Don’t repeat yourself.

What message fits into what length?

Let the length of your video depend on the message you want to convey. Don’t start determining the length of your video until further down the line.

Each platform has its specific preferences

In general, shorter videos have the highest interaction, i.e., those videos have the highest number of clicks on the call to action or elicit a response.

You can see here how viewers on different platforms have different average viewing times. On youtube, we watch videos that last longer more easily than on other social media.

*Figures from Hubspot, 2018.

Conclusion: Keep your videos short! Video is processed in our brain 60,000 times faster than text. Consequently, we also scroll away more quickly from platforms such as Instagram, as there is very little text used there.

Different ideal durations per platform, does that mean multiple versions of 1 video?

Yes. When formatting your phased video plan, make a decision about which parts of the message you will keep on which platform and which parts you can leave out.

Has the time come to make your video?

We are happy to work with you to figure out how to get your message across calmly and clearly. Contact us and we’ll be happy to make time!

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