How long should my videos be in length?
This is a question we hear quite often. In this article, we’re discussing the appropriate length for business focused videos that are distributed on digital and social channels.
Your video, first and foremost, should be as long as it needs to be to get your message across.
Video length all depends on the type of video and where you are distributing. For example, an explainer video will be shorter in length than a storytelling video. A video meant for your website can be longer than videos you’re distributing on Instagram or Twitter.
Ask yourself THREE key questions:
- What is the purpose of my video?
- Who is my audience?
- Where am I distributing these videos?
1. Best Length per Video Type
- Explainer/FAQ: 30-60 seconds
- Product/Service Promotion: 30-45 seconds
- Testimonials: 30-60 seconds
- Brand/Corporate Storytelling: 45-120 seconds
2. Who is your Audience?
Younger generation and consumer focus:
Keep it on the shorter side, due to shorter attention spans. Distribute on specific social channels such as Instagram, Youtube, Snapchat
Professional Audience and B2B:
Videos can be on the longer side – but don’t make them any longer than they need to be. Distribute on all social channels, from LinkedIn to Facebook to Twitter. The average professional has 3-4 social channels and uses them daily.
3. Where to Distribute Your Videos?
Website:
You can post any length of video on your website. By now, you already know your audience and what their attention span likely is. If you’re a clothing company, you will likely have a gif or short video of a model showing how the clothing fits. If you’re a financial institution, then videos on your website look more like explainer videos 30-60 seconds of how to use their new service or storytelling pieces that are longer in length.
LinkedIn:
Video content on LinkedIn can be longer than the others. A platform with a focus on B2B and business professionals that are looking for in-depth knowledge, where you can share longer articles and longer videos. If you have an explainer video or a more impactful video and your focus is on business professionals, this is your platform of choice.
Instagram Posts:
The ideal length on Instagram posts is under 1 minute. Instagram is a scrolling platform, where the sole purpose is to view photos and videos, engage by liking and writing comments. The majority of Instagram users are younger, looking for quick snapshots as they scroll through the app. Keep your content engaging and short!
Facebook In Feed:
Facebook is similar to Instagram, but you’re able to post much longer videos. The key is to grab your audience’s attention right away so they WANT to watch the remainder of the video. The most successful Facebook in feed videos are 20-90 seconds.
Twitter:
Similar to Instagram, not many people are spending hours watching videos on this platform. Keep your videos shorter in length, under 60 seconds.
Youtube:
Meant for longer pieces, but the key is getting your audience to your Youtube page to watch that longer piece of content.
