It's a question you might be asking yourself. If you're thinking about developing a catchy marketing video that quickly grabs your target audience's attention, but at the same time is informative, concise, compelling and engaging, how long should it last?
In this blog post we'll guide you with some useful tips that will help you choose the right length for your brand new video. Enjoy!
Some Basic Considerations
This might sound obvious, but many times we don't take the time to focus on this: our marketing goals. Our guide. Our compass. It's an essential aspect you have to clarify before moving on with any marketing strategy or tactic.
If we talk about marketing videos in particular, many times they're made to explain or to pass out a specific idea or concept. In this sense, you need your video to be brief. At the same time, you have to make it compelling enough so as to grab your target audience's attention very quickly. Remember that the average attention span of the viewer is around 8 seconds and that's a very short amount of time to deliver any message! Additionally, you can't address too many topics, because if you do, you run the risk of boring your audience.
With all this in mind, you could ask me: is there an ideal marketing video length? Again, it all depends on your marketing goals. But, from a general point of view, we can establish some length marks to guide you.
The Ideal Scenario
At Yum Yum we have developed thousands of marketing videos and, based on our experience, we can say that the best length should be 90 seconds. That's the ideal length in most of the cases: on one hand, it gives you enough time to explain your concept or to pass out your key messages. At the same time, it's not that long so as to make your viewers get bored and choose the competition. It's the perfect timing.
However, just like in any other field, there are some exceptions to the rule. Again, it all depends on your marketing goals. Maybe you need a shorter video of just 30 seconds (and it could work well if you don't have to pass out complex information), or maybe you have to make a 2-minute video because you can't say what you have to say in less than 120 seconds. And that's ok too.
Different Lengths For Different Goals
Now, let's analyze some different scenarios and tell you which length would be ideal in each case.
30-second videos are OK if:
- your product or service is really easy to explain.
- you aim for generating awareness.
- you want your video to be shared on social media.
Check out this clear example:
90-second videos are a great choice most of the time, because:
- you have the right timing to explain/pass out some key messages without boring your audience.
- you have enough time to make use of different resources that make your story even more compelling.
- viewers watch the video till the end.
This fun explainer video proves that!
Finally, consider developing an over-90-second-video if:
- your product or service is more complex than average.
- your product or service has some specific features that need more explanation (and more time to be addressed).
- you make a whiteboard animation video (which usually takes longer).
As a conclusion: your marketing video has a raison d'être and should meet your marketing goals. Nothing to do with advertising. So don't make it TOO short. 15 seconds is absurd and useless. At the same time, don't be excessive either. If you make a 3-minute marketing video it won't be effective at all: people don't usually spend too many minutes watching a marketing video, no matter how engaging your proposal is!
We hope that this information has been useful! Feel free to share your experience about which lengths have worked best for you.
Also, surf our blog to get some other best practices in video marketing!