How Long Should Your Videos Be?

It’s the age-old question. When you’re first putting together a plan for creating videos, you want to know just how much space you have to play with. But in today’s fast-paced, content-packed world, consumer’s attention span is at an all-time low, so your videos should only be as long as they absolutely need to be to get your point across. So… how long is that? Well the short answer, of course, is it depends. It depends on what platform you’re posting them to, what the aim of the video is, and how much content you need to fit into it. But don’t worry, it’s not a case of ‘how long is a piece of string’ – there is a real answer to this questions, and today we’re here to help.


Customer Testimonial Videos


Customer testimonials and case studies are a great way to drive conversion, but they’re even better when they’re done on film. Video testimonials are a powerful sales tool, and add trust, legitimacy and a real human element to your business. But if you’re not careful, they can go on for way too long. As a rule of thumb, a customer testimonial video should be under a minute long in total. That doesn’t mean that you have to run a timer when filming and shut the camera off after 60 seconds. After all, some people will naturally be very succinct and get their point across quickly, but others will want to waffle and elaborate on all their points. Both of these approaches are absolutely fine. But with the latter, it means you might end up splitting that testimonial into chunks for use in different videos, instead of putting it all in one.


About Us Videos


About us videos give you a chance to show your customers ore about how your business works, from who’s behind it to how you create your products. They’re a wonderful way to show off some personality and build that connection with prospects before they become customers. But the trick here is not making them too long or dry. In fact, a similar length to the customer testimonials is ideal – between 30 and 60 seconds. If you feel like you have a lot to say, you can plan a series of videos instead, so you boost the chances of people watching and still get to cover everything.


Product Videos


Product videos are where we start to see a bit more length. If a prospect clicks on a video about your product, be it a demonstration or an explainer video, they are much more willing to watch it for longer. This is because they’re trying to decide whether or not to make a purchase, and they want all the information first. It’s the digital equivalent of reading the ingredients on a new product before buying it. Watching videos is the best way for them to make real sense of a product – how it looks from all angles, how it’s made – and for services, they get a better understanding of how it works and the process they will go through. But advised lengths differ slightly depending on the kind of product/service videos:


  • Product overview – 30 to 60 seconds
  • How a product is made – 1 to 3 minutes
  • Product demonstration – more than 3 minutes


How To Videos


This is where it gets a bit more flexible, because the length of a how to video is largely determined by how long it takes you to do the thing you’re demonstrating. If it takes you two minutes, then your video should be two minutes. If it takes 10, then it should be 10. The key here is to make sure you aren’t filling in the space in the video with too much ‘fluff’. People have a tendency to talk for a long period before they actually get around to demonstrating the thing they’re doing, and this can double the length of your video. So talking while demonstrating is a good way to cut down some time.


But bear in mind, if a video is too long, you run the risk of deterring people from watching. In fact, some studies have said that 59.9% of customers indicated that a video being too long would strongly deter them from clicking on it, or watching it all the way through. So the long answer to our ‘how long is a piece of string’ question is: as long as it needs to be, but as short as possible. Hopefully we’ve sparked some ideas for new, short videos that you could use for your video. If you would like some help bringing those ideas to life, or just want to discuss your ideas we’d love to hear from you. Just get in touch with us today.