How long should a product video be? Does it have to be 90 seconds only? Would that be enough foronline content?
These and many other questions may be playing on your mind as you begin to embark on brand video advertising.
Generally speaking, there are no strict rules when it comes to video length. There may be online platforms that limit the size of the material that you can upload, but overall, you can make it as short or as long as you want.
The 90-second rule is there not for restriction but impact. If you want to achieve positive results for your online material, keep it at a length where it is most effective.
Why avoid a long video
Considering the short attention span of people, making lengthy content will not work very well. So, keep it at 1 or 2 minutes, but the most ideal is between those times. It is because your audience is likely overwhelmed by the vastness of videos they come across daily. Spending time on promotional videos could become the least of their priorities unless you make it so appealing, like watching an online sitcom on Netflix.
The first 8 seconds of your video is very crucial. It is at that window that you have the chance to win a viewer. If you make it enjoyable enough, they will stick until the end. Otherwise, they will skip to the next video.
It is not to say that long videos are unnecessary. In fact, for brand marketing, making full-length videos is also beneficial. However, due to the fast-paced and competitive world we are in, keeping it short is a good opening for you to introduce your brand. Once you have established your credibility as a content creator, getting views for the 10 minutes or longer clips will not be a problem.
How long is 90 seconds in video making
Making a short video blog at 2 minutes length seems cramped. How much more if you keep it at 90seconds? Well, did you know that many of the ads you see, say in YouTube, pre-roll, or midroll, last around 15 seconds.
That is right; in 15 seconds, you can already make a brief clip. It creates product recall for viewers. Often, these ads give an option to skip after 5 seconds. Take note that within a fraction of a second, your mind can already process an image. It takes that fast for it to determine if it likes what it sees or not.
When making a content video, pour out the creativity at the onset, and follow through up to the end. Make the first frames so powerful; your viewers can't help but get glued. Your 90 seconds will be more than enough to inform, entertain, and entice your market if you do it right.
How to decide how long the videos will be
As earlier mentioned, there are no strict rules about video length. However, there are ideal playtime spans for every video, depending on what type of content you have, who your audience is, what your brand is, and other considerations.
Here are some suggestions to consider in deciding how long you will make your contents to be:
Less than a minute videos
When is it practical to use videos that are less than 60 seconds? The first consideration is the platform you are going to share it in. For example, for Twitter video length, 45 seconds will be max. It means that beyond that, your content will either be cut or won't play until the end. It will be a waste of time to create contents that will not work.
Other platforms also have limits, depending on whether the video appears on the stories, feeds, or sponsored post areas. For Instagram, it is 30 seconds. Facebook allows up to a minute in the Stories but longer in its feeds.
Using a shorter brand video to introduce yourself to the online world is a great idea. You need to keep in mind that it is your 60-seconds entry to fame, so you have to make the most of it. Short product videos of this length are often most impactful when they are entertaining or funny.
Videos shorter than a minute can be a way for you to test which genre to go for when creating your lengthier content. It will test the waters to see how your audience will respond to your material. Before embarking on a costlier clip, you can use it as a teaser. This way, you will be able to maximize your investment.
One to two minutes videos
Short videos are good, but sometimes, they do not cover enough of what you need to convey to your audience. Sure, a 15-second clip can already introduce your product, but frequently, that is all it can do-introduce. Beyond that, many details are already lacking.
You make videos longer than a minute but less than two to better present your brand or content. If you can keep your audience entertained within that window, you can provide more material information regarding your brand. It is an excellent indicator that you have piqued their interest and that stretching further is possible.
This length is also what many online platforms allow. You can upload it to most social media sites without a problem. It is also the most ideal for sending via email or using it as a brand banner in your social media accounts.
Studies also show that going beyond two minutes can make your audience lose interest. Based on Wistia, the number of viewers drops significantly once you reach this period. It is why, by this time, you should be able to stuff your content with the most vital information that you can give.
However, not because you want it to be informative, you would overwhelm it with facts. Since it is quite lengthy, you have to engage your audience from the beginning up to the end. You have to ensure that you add value to the viewers because when they see your videos as something worth their while, they will keep watching until the end.
Longer than 2-minute videos
Once you see that your one to two-minute videos are doing its task to attract an audience, it is safe to try out longer ones. Contents that span for more than 120 seconds can give viewers a more detailed explanation of your brand. It is the right length for you to take them deeper into getting to know you by creating your brand story.
How long should a brand story be, you might ask. It depends on what information you want to provide your audience, but it is safe to say that more than two minutes would be ideal. A long video may not begood if it is just one product, but you can go far and beyond the basics since it is your brand.
You can use a long video to tell a story. That is why it is what you should use with your brand. However, you can also use it for other materials like How-to contents or tutorial videos. These types would often require more detailed explanations and step-by-step procedures, which could take time to do.
Short videos may be a good starting point, but there are instances that they are not sufficient. At times, the long video you want may be all that you need to market your product.
There are a lot of challenges in going this way, though. Besides keeping your viewers watching, it may also be a problem when posting on some pages because of the bandwidth requirements. It will also bean issue if you do not know how to email a long video when you need to do it for email marketing.
Nevertheless, you can address all these problems efficiently. And should you have more significant issues, you can always ask for professional help. Long videos may be challenging, but they are handy marketing tools if you can pass the hurdles.
Conclusion
Keeping your videos at 90 seconds is the ideal length for your marketing materials. However, you do not have to be limited to that. Keep experimenting by looking at the viewer's engagement with your materials.
Check the analytics of the page to find out how well it is working. It will help you decide not just the content you need to create but also how long you should make your video ads.
Check the analytics of the page to find out how well it is working. It will help you decide not just the content you need to create but also how long you should make your video ads.
Get total clarity on your video marketing and paid media with our FREE comprehensive data audit.
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