How Long Should Your Marketing Video Be?

A graphic illustration of a marketing video on a computer surrounded by several video-related icons.

The length of your marketing video can determine your success online.

In a world of social media, where users only type in 140 characters and watch 15-second videos, an obvious trend has developed – people want instant gratification. If you don’t capture your audience’s attention quickly, then they will move on to something else.  For marketers and videographers, this is an important fact to remember when creating your next marketing video.

The Length of Your Marketing Video Depends

Social media channels are so important. Your target audience interacts with these social sites every day. From Twitter and Facebook to Instagram and YouTube, each website has at least more than 1 million active users. However, like we have mentioned in our “Using Social Media to Get Your Video Seen” article, every social media channel requires a different approach.

One key fact remains when debating how long your marketing video should be – the shorter the better. People have short attention spans, which makes getting their attention even more imperative. According to a study by Statistic Brain in 2013, people lose interest after 8 seconds. It’s the reason why Instagram’s 15-second videos are so popular. They are quick and over before you know it.

On the other hand, you should not make every video this short. It’s impossible to fit all of the information that you have to convey in 15 seconds. For example, a commercial can be 30 to 60 seconds, as long as you maintain audience’s engagement.

Length depends on your platform, your audience and what type of video you are making. It’s reasonable to have a tutorial video that is a little more than two minutes. What determines the success of a marketing video is its ability to keep viewers watching after the first 30 seconds. If you can master creating a compelling introduction, you will see more engagement.

Here’s an example of a marketing video First Focus made for the restaurant Don Coqui. You can view this and more of our videos on our First Focus YouTube channel.

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