Considerations When Determining Your Video's Optimal Length
Spin Creative • June 12, 2021
When you’re coming up with concepts for your next video, one of the first things you’ll need to determine is its length. Should you opt for a 30-second spot, a 10-second clip or a multi-minute short film? There’s no one-size-fits-all answer.
Ultimately, choosing an appropriate length for your video comes down to a few key considerations, including the platform you’ll use and your marketing goals. Here are some important things to keep in mind as you piece your video idea together.
Pros and cons of long video
More and more marketers are turning to longer video in order to tell more comprehensive stories. Videos that are 2 to 3 minutes, or even ones that go up to 10 or 15 minutes, are usually preferred if you have a complex idea to work through. The longer format gives you the time you need to flesh out your idea in full and send a powerful message. Viewers are also watching longer video more frequently, with long video consumption on platforms like YouTube growing year after year.
Of course, longer video also comes with a few drawbacks. First and foremost, long videos are usually more expensive and time-consuming to produce, so they’re not the best for brands with tight budgets. Additionally, audiences’ ever-shortening attention spans produce viewership challenges for longer videos. If you aren’t able to keep viewers engaged
for the full thing, you risk them missing out on your message and call to action.
Pros and cons of short video
Short-format video still reigns supreme across many platforms. Whether you’re creating quick social videos or 30-second ad spots, these videos allow you to pack a punch in a short amount of time. They’re usually faster and easier to produce and are applicable for a wide range of platforms, from traditional TV to social media. And, because they’re only a few seconds long, short videos are much easier for viewers to digest.
The downside of short videos is that they don’t allow you to tell as full of a story. Depending on the type of video you’re producing, your message might be lacking if you cut it short.
Other things to keep in mind
There are a few other things you’ll want to think about when determining your video’s length, too. Consider each of these things as you create your video’s concept to help you home in on the perfect time.
• Platform:
What is the main platform your video will be shown on? Hosting platforms like YouTube can accommodate videos both long and short. If your video will be a pre-roll ad,
30 seconds to 1 minute is a good ballpark. However, social media sites like Instagram work better with very short video. TV ads should also be on the shorter side.
• Target audience:
Who do you want to watch the video? Different audience segments have different needs and desires when it comes to video content. For example, younger viewers who primarily watch on social media might be more likely to scroll past longer videos.
• Video goals:
What is your video trying to accomplish? Determining the purpose of your video or the action you want viewers to take might also influence how long it should be. If you want your audience to share the content, a short video on social media
might perform better. If you’re trying to educate your viewers, a longer video will help you accomplish that.
There isn’t an exact science for determining the right length of a marketing video. It will simply take some strategizing, as well as analysis of your previous videos, to figure out what length will put your ad in the sweet spot.
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