How Long Should Your Marketing Video Be?
So you want to create a marketing video for your small business or brand to post on social media.
Before you set up the camera and hit record, you need to have one critical key in mind.
How long should your marketing video be?
Let’s dive into the latest stats and figure it out.
The KIS-KIS Method
Before I create any piece of content, I remind myself of The KIS-KIS method.
KIS-KIS stands for: Keep It Short-Keep It Simple
Often, I run into a situation where my clients want to maximize each video. To them, that means stuff every piece of information into it they can.
While that idea is admirable, a refined message will almost always perform better on platforms like Facebook and LinkedIn.
Don’t use one long video to talk about four different topics. Create four short videos that cover each topic.
In today’s society, we are battling a severe case of collective ADHD.
Remember, we love our businesses and brands so we could watch our latest video 1,000 times and not get sick of it.
Our potential customers don’t feel the same way.
Think about all the content there is to look at online.
The Cold Hard Stats
400 hours of video are uploaded to Youtube every minute!
1 billion hours of video are watched every single day on Youtube.
That’s just Youtube. That doesn’t include Instagram, Twitter, and Snapchat.
Not to mention the millions of blog posts, articles, graphics, and gifs shared everywhere else.
The bottom line is: There is a lot of stuff to look at online.
If you want to have a chance of scratching the surface, you need to strike hard and fast.
Get the Most from Your Video In the Least Amount of Time
Whatever you do, don’t start slow!
We watch TV and movies, and we become conditioned into thinking a well-produced program starts with setting the scene.
We see establishing shots of a location. We see the main character doing something before the dialogue starts.
For a long-form piece of content, that’s all well and good.
We don’t have that kind of time.
Jump Into the Valuable Information As Quickly As Possible
Introducing yourself and your company is fine. Beyond that, get moving!
According to one study, there is a significant drop-off in viewers between 2 and 3 minutes.
That stat is not as bad as it sounds.
Think of the drop in viewers of your video as qualifying a lead.
By the time you are 2 minutes into your video, you should be well into the meat of your message.
The viewers who have left at that point are not your potential customer or at least not right now.
So the ones continuing to watch are. Reward them!
Don’t waste their time. Give those viewers useful, valuable information. Maybe throw in a special offer.
Whatever you do, don’t let them watch your video all the way to the end and feel cheated.
If I am advising a client on a video, these are the lengths I would suggest based on format.
Event/Sale Promo: 30 seconds
Product Explainer Video: 1 Minute or less
Talking Head Video (Customer testimonial, Social Media Content): 2-4 Minutes
Presentation or Webinar: 10-12 Minutes
These are not hard and fast rules. These are simply guidelines.
The overriding point is to keep it simple and as short as possible.
So what did I miss? Is there a question I didn’t answer for you here? Let me know about it in the comment section.