How Long Should My Video Be? A Guide for Corporate Video Production Projects

Introduction:

In the dynamic landscape of digital marketing, businesses are increasingly recognising the power of video content to engage with and communicate to their intended audience. Whether you are planning a corporate video production project or a company promo, determining the optimal length for your video is a critical decision. Marketing managers and business owners often grapple with finding the right balance between delivering a compelling message and keeping the audience’s attention. In this blog, we’ll explore the benefits and drawbacks of different video lengths, supported by research and data, to guide you in making informed decisions for your next video venture.

Very often we are approached by potential clients who are looking for a “30 second video“, or alternatively a “3 to 4 minute video“.  We place too much emphasis sometimes on an arbitrary number, trying to shoehorn a message into an impossibly short space of time (3o seconds is a script length of about 70 words by the way), or making a video with unnecessary detail so that it is longer than it needs to be.  It’s true that length has an impact on the effectiveness of your video, but instead of arguing over what length it should be, try and think more about what potential customers will need at different stages of their buying journey.  Shorter, succinct benefits statements at the top of the funnel, with longer, more detailed explanations and insights as they travel down the funnel towards a buying decision.

Who you are targeting and when, how and where they are accessing media, and what stage of the buying journey they are on all play a part, but this blog provides some data driven insights that can help you understand your video strategy much better including how length will be a factor.

The Importance of Video Length:

Before delving into specific time parameters, it’s crucial to understand the role video length plays in viewer engagement. In today’s fast-paced digital era, where attention spans are limited, capturing your audience’s interest within the first few seconds is paramount. The length of your video can significantly impact its effectiveness, depending on the platform and the message you aim to convey.

Short-Form Videos (0-60 seconds): Short-form videos, typically ranging from 0 to 60 seconds, are ideal for platforms like Instagram, TikTok, and Snapchat. These platforms prioritise quick, visually appealing content that can be consumed effortlessly. According to a study by HubSpot, short videos tend to have higher engagement rates, with a sharp decline in viewer interest after 30 seconds[1]. Keeping it concise and attention-grabbing is key for short-form success.

Mid-Length Videos (1-2 minutes): Videos in the 1 to 2-minute range are versatile and can be effective for various purposes. Social media platforms like Facebook and Twitter, business platforms such as LinkedIn, as well as website landing pages, often accommodate this length well. However, it’s essential to maintain a compelling narrative throughout, as viewer interest may start to wane after the first minute[2].Research from Wistia indicates that viewer engagement remains relatively stable up until the 2-minute mark, after which there is a noticeable drop-off[3]. This supports the notion that the 120-second threshold is a critical point to consider when planning your video content.

Long-Form Videos (2+ minutes): Long-form videos, exceeding the 2-minute mark, find their place in educational content, product explainers, and other scenarios where a deeper level of engagement is desired. Platforms like YouTube and dedicated website pages are suitable for hosting longer videos.However, it’s essential to balance the depth of information with viewer attention spans. According to a study by Vidyard, videos between 6 to 12 minutes tend to perform well, with a gradual decline in engagement beyond that point[4]. This suggests that while longer videos can be effective, they require a strong narrative and engaging, purposeful content to retain audience interest.

How to Analyse Watch-Through Metrics and Optimise Future Videos:

Understanding the performance of your previous videos is crucial for refining your approach, learning from past mistakes and maximising viewer engagement in any future video projects. Fortunately, most major platforms offer detailed analytics to help you dissect watch-through rates and identify areas for improvement. Let’s explore where and how you can access this valuable data and the insights you can draw from each platform:

LinkedIn:

LinkedIn provides robust analytics for videos uploaded to the platform. To access these insights, navigate to your LinkedIn Page, click on “Analytics” in the top menu, and select the “Followers” tab. Here, you’ll find a section dedicated to video metrics, including views, likes, comments, and most importantly, the percentage of your video watched.
Insights to Draw:
1. Identify the point where viewer engagement drops.
2. Note the type of content that receives the highest engagement.
3. Tailor future videos based on the preferences of your LinkedIn audience.

YouTube:

YouTube Analytics is a treasure trove of data for video creators. After uploading a video, click on the video manager and select “Analytics.” The “Audience Retention” tab is particularly valuable, showing the average percentage viewed across your video’s timeline.
Insights to Draw:
1. Pinpoint where viewers tend to drop off and lose interest.
2. Analyse audience retention for different video lengths and content types.
3. Experiment with adjustments to retain viewer interest in future videos.

Vimeo:

Vimeo’s analytics dashboard provides a detailed overview of your video’s performance. Access it by clicking on the video in your Vimeo account and selecting the “Stats” tab. Vimeo distinguishes between plays, finishes, and engagement rate, giving you a comprehensive understanding of viewer behaviour.
Insights to Draw:
1. Evaluate the overall engagement rate and completion percentage.
2. Identify which videos resonate most with your audience.
3. Consider refining content based on audience preferences and completion rates.

Wistia:

Wistia offers insightful analytics to help you gauge video performance. After uploading a video, navigate to the “Stats” tab. Wistia’s unique heatmap feature visually represents audience engagement, highlighting areas of high and low interest.
Insights to Draw:
1. Examine the heatmap to understand specific points of interest or drop-off.
2. Compare video performance across different platforms.
3. Adjust your content strategy based on observed viewer behaviour.

Other Platforms:

Different platforms may have varying analytics interfaces, but the core metrics usually include views, engagement, and watch-through rates. Familiarise yourself with each platform’s analytics section to extract valuable insights specific to your audience.
General Insights:
1. Track overall engagement trends across platforms.
2. Compare performance to understand which platforms are most effective for your content.
3. Adjust video lengths and content styles based on the preferences of each platform’s audience.

The Value in Creating Multiple Versions:

In the world of corporate video production, understanding the optimal length for your content is a decision that can have a massive impact on its success. Short promos with 3 key messages for outbound marketing and longer-form versions with more detailed information provide a multi-faceted approach to engage your audience. While this may involve slightly more time and cost in the post-production stage, the benefits of having a variety of assets far outweigh the initial investment, as it moves from a ‘one size fits all’ approach, to a more tailored strategy targeting different prospects, with relevant content at appropriate stages of their buying journey – essentially getting the right content in front of people at different points in the sales funnel.

The Power of Variations:

Short Promos for Outbound Marketing: Craft concise, impactful short promos with 3 key messages for outbound marketing efforts. These short bursts of content, ideally within the 0-60 second range, serve as dynamic assets for social media platforms like Instagram, TikTok, and Snapchat as well as LinkedIn.  The goal here is to deliver a quick and compelling snapshot of your message, enticing viewers to learn more.

Longer Form Versions for In-Depth Exploration: For prospects further down the sales funnel or seeking a more comprehensive understanding, longer-form videos ranging from 2 minutes or more provide the depth needed. These versions, hosted on platforms like YouTube, LinkedIn or your website, allow for a detailed exploration of key points, product features, or educational content. By extending the narrative, you can maintain engagement and deliver a more immersive brand experience.

The Advantages of Multi-Version Strategy:

Catering to Varied Attention Spans: Different audiences have varying attention spans, and by offering both short and long versions, you cater to a broader range of viewers. Short promos seize the fleeting attention of casual browsers, while longer-form content engages those seeking a deeper dive into your offerings.

Optimising for Different Platforms: Each social media platform has its unique audience and content consumption patterns. Crafting multiple versions allows you to tailor content for specific platforms, optimising visibility and engagement. What works on Instagram may differ from what resonates on YouTube, and a multi-version strategy allows you to address these nuances.

Enhancing Marketing Flexibility: By investing slightly more time and resources in post-production, you gain a versatile arsenal of video assets. This flexibility empowers your marketing team to deploy the right video across various channels, campaigns, and stages of the buyer’s journey.

Measuring Effectiveness Across Versions: Having multiple versions of a video enables you to conduct A/B testing and assess the performance of different lengths. Track metrics such as engagement, click-through rates, and conversion rates to understand which versions resonate most with your audience. This data-driven approach guides future content creation and optimisation efforts.

Conclusion:

In the dynamic landscape of corporate video production, working on a multi-version strategy unlocks the ability to be far more tailored in your approach to content, which your potential customers will appreciate – giving them what they need at the point they need it. While it may involve additional investment in the post-production stage because you are churning out more edits, the dividends in terms of increased engagement, broader reach, and versatile marketing options are well worth it.

As you embark on your video journey, consider the needs of your audience and the stages of your marketing funnel. By strategically creating short promos for outbound marketing and rapid awareness, and longer form versions for in-depth understanding, you position your brand to captivate, inform, and convert, ensuring that your corporate video production projects are better positioned to succeed across various platforms and audience segments.

At Square Daisy, we’ve been doing this a long time so we can help to advise on what works and what doesn’t based on our client experiences and data.