As soon as viewers click Play, the race is on. If your video takes too long to capture viewers’ interest or doesn’t know when to call it quits, you could lose more than viewers’ attention — you could lose their business.
Telestream’s blog, The Screening Room, points out that the length of your video should depend on your target viewer’s place in the buying cycle.
- 30-second videos have the greatest likelihood of being watched in their entirety. Shoot for this length when viewers are unfamiliar with your company or message.
- 1 to 2-minute videos work best when viewers know your company but need more information to pique interest. Tip: Create concise, focused overviews or high-level demos.
- 3 to 10-minute videos should be saved for viewers who are already aware of and interested in you or your product. At this point, you are either aiming to create a desire to act or promoting the action itself. Tip: Offer valuable content and make it easy for viewers to act (e.g., by embedding links, buttons or contact info) while viewing that content.
Narrow your focus — and your video’s length — and watch viewer engagement rise.
How Long Is Too Long?
Here are some general guidelines for length, depending on the type of video:
- Advertisement: 30 seconds to 1 minute
- Landing or intro page: 1 to 2 minutes
- Demo or Promo: 4 to 5 minutes (6 minutes at the absolute maximum)
- Training: 20 minutes per segment
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