• Insights
    • 02.12.2016

    Video for business:
    How long is too long?

Garus Booth

We know that video is a powerful sales tool for business and with so much to say and important messages to get across, sometimes we forget our customer’s journey and habits in our efforts to create video content that communicates all the great things we can do for them. Last week we looked at mobile video and the potential gains of changing the physical format of video from horizontal to vertical. This week, we tackle the influence of video length when competing for trust and attention in the online video landscape.

What’s the ideal online video length?

The truth is it depends… But as a general rule you should fight the urge to try to fit everything into one video! In a recent study it was found that 59% of viewers will watch a video to completion if it’s less than one minute long, and 90% of all online videos under one minute get watched at least 3/4 of the way through. This doesn’t mean that every video has to be short but it does tell us that in 2016 our video content shouldn’t be longer than it needs to be. If you are covering a number of topics, rather than producing one big-budget production, create a number of short-form videos that focus on one topic per video to keep your message clear and speak specifically to a custom audience. This means more frequent, relevant video content for followers of your blog, newsletter and social networks. This makes it possible for small to medium sized businesses to get noticed more often which helps improve Google rank and delivers relevant video content to customers at the right time in the purchase funnel. Deliver consistent, ongoing valuable information through episodic video content and your customers will watch more, learn more and be more likely to become subscribers and reward you with their business.

While looking for an efficient way to get our message out in a cost effective way can be overwhelming, there’s definite value in carefully crafting video for your business in a way that will get you more out of your content creation. While in the short-term you may have to broaden your budget, the long-term gains can be extremely valuable to your business goals.

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