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How long should my video be?

How long should my video be?

More and more companies are opting to include video as part of their marketing strategy.

Companies now are choosing to include video in their marketing strategy more and more. Did you know that 87% of businesses use video as a marketing tool? 

Here at Take One TV we have had the opportunity to work with a variety of clients but one question we encounter quite often is ‘how long should my video be?’. This is a very good question and the answer is, it depends on

  • who your target audience is,
  • where you’re going to put the video and
  • what is the purpose of the video.

Once you have the answer to these questions, you can then figure out the perfect length of your video.

 

Who are you aiming your business video at?

First of all, think about your target audience. For example, how old are they?  Where are they from? What type of lifestyle do they have?

Firstly, think about where your customer is, if they are in a different country to you then you need to think about the cultural differences, you need to do some research as to what is culturally accepted there. 

Secondly, think about what type of lifestyle your target audience has. For example, if your target audience is business owners and managers then it is likely that they are extremely busy and don’t get many opportunities to just sit on their phone or computer. Whereas if your target audience is young people at school or university, they are more likely to have time to check their phones and spend time on social media.

This then links back to how old is your target audience? Theoretically, younger people do have more time to spend on their phones and watching videos. Take Facebook, for example, Facebook gets around 8 billion video views per day. And 68% of people age 18-24 have used Facebook within the past 24hours. 

 

Where are you going to post your video?

Where is your video going to go when it is finished? Is it going on social media, your website or somewhere else?

Social media:

If you are posting your video on social media, one of the things you need to consider is the maximum length a video can be on that network. Different networks allow different lengths of videos.

YouTube by default YouTube the maximum video length is 15 minutes, but you can extend this by verifying your account. 

 

  • Facebook allows videos up to 45 minutes long
  • Twitter allows videos up to 140 seconds long
  • The maximum video length for a video on your Instagram page is 60 seconds. However, you can post longer videos on IGTV it allows you to post videos up to 10 minutes long.
  • LinkedIn allows videos up to 10 minutes long.

But just because a network allows up to that amount of time, doesn’t mean that your videos have to be that long.  On social media people often just want quick and snappy information, this is why we would recommend a video going onto Facebook, Twitter, LinkedIn or Instagram, and we would recommend that your video should be between 30-60 seconds.

If you are going to post your video on YouTube your video can be longer than 60 seconds.  The average mobile user session on YouTube lasts more than 40 minutes, so people are willing to watch longer and multiple videos on YouTube.

 

On my website:

People who go on your website are generally looking for more information about you. A great way for people to absorb information is through video. People remember 95% of a video message.This is because video is an all-round visual experience.

However, people may be looking for information but they still don’t want to watch a 20 minute long video. People like to gain information quickly and easily, so keeping your videos short and to the point is the best way to go about it. We would recommend that the longest your video on your website should be is 2 minutes, maybe 3 at a push if the video is visually stimulating with graphics.

What is the purpose of the video?

The purpose of your video should impact the length of the video. If your video is purely to sell a product or service, the 30-60 seconds is ideal. It is important to keep the information you are giving them about the product to a minimum as this makes it easier for people to remember.

Whereas if your video is going to be someone explaining something then the video can be a bit longer, 60-120 seconds is ideal for this. In a video, it is important not to bombard your audience with too much information at once, so if you wish to say more you could always separate it out into different videos and do a mini-series.

 

In conclusion, knowing your audience and what they like to engage with is key to figuring out how long your video should be. If you are unsure about what types of video your target audience enjoys, then we would recommend that you do some research on that before you have a video made. If you have any questions with regards to video marketing, please get in touch. +44 (0) 1494 89 89 19.


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