Having run many video campaigns for clients, and also speaking on the topic of video frequently, the most common question that is asked ever since video became popular was, “How long should my video be?”
You are going to hate this, but the answer is: IT DEPENDS.
Before you go getting mad at me, there is a reason that I say this. It depends on several factors.
- What are you using it for?
- What platform are you posting it on?
- What are you wanting the end result to be?
Since we live in a world where it is almost impossible to keep people’s attention, obviously the shorter the better. The best thing to do is analyze what your video is for, what platform are you going to publish it on, and how you want your audience to engage with you.
What are you using it for? I typically tell my clients that we want to aim for keeping it no more than 2 minutes. However, some videos may need more time based on what you are talking about. For example if you are doing a demonstration, (remember all those cooking videos from Tasty?), it may take longer than two minutes. Perhaps you are running a class, those videos will definitely be longer than two minutes. If your audience is interested in the topic, and you are engaging from the very beginning, they will stay tuned for the entire video.
Now let’s talk platform. In 2018 Hubspot analyzed thousands of videos from different social media platforms and this is what they found:
- Instagram: 30 seconds
- Twitter: 45 Seconds
- Facebook: 1 minute
- YouTube: 2 minutes
This means you may have to film one particular topic several different ways if you are planning on posting it on multiple platforms. But that extra effort is worth it in order to fully cater to your audience and their ever withering attention spans.
What is the end game? Obviously, it should have some sort of call to action. A clear next step of what you want your audience to do. Do you need to add graphics for this? If so, that may take more time. So again, it depends what the end game is as well.
In short, my mentor and video guru, Lou Bortone, says:
Ultimately, your video should never be any longer than it has to be! Keep it tight and respect your viewer’s time. Shorter is almost always better.
Exactly. Well said Lou. Everyone wants it yesterday, so do your best to make it as short as possible while still accomplishing your goals.
I recently wrote several posts on how to utilize video to market your company. Already in 2017 we are seeing massive strides in the way companies are using video to market their business, as well as the platforms making changes allowing you to take your video to the next level.
Just last week, Facebook announced new ways to watch videos on Facebook that include bringing sound to the videos in the news feed as you scroll, adjustments to make the videos shot vertically look better on mobile devices, a new watch and scroll feature that allows you to keep watching the video but allowing you to keep scrolling through your feed, and a new app for watching Facebook videos on TV with the use of an Apple TV, Amazon Fire TV and Samsung Smart TV.
YouTube traffic expanded more than 40% since last year, and continues to have a billion users watching millions of hours every single day. The thing you have to remember is that these are not super high quality edited videos by professionals. These are quick and easy videos that people are simply using cell phones to shoot in many cases. But that is getting it done. The content is out there, you are creating a relationship by being in front of them and it is increasing your credibility.
It is also rumored that Google and Bing are both testing video incorporation into their search results – meaning your Google ad or other content will get better results if it is a video. That is awesome!
Video is really leveling the playing field when it comes to marketing your company. For a small business, video is an inexpensive and relatively quick way to get in front of your target market. It allows you to connect with your audience in ways you never could before. You can answer frequently asked questions, showcase new products, interview happy customers, demonstrate your products, the list goes on and on.
So what are some more ways you can use video to market your business?
- Add video to your marketing emails. Studies show it will boost your click through rate by 200-300%
- Embed videos on landing pages of your website. This will help boost your website’s SEO. Sixty-five percent of people will visit a website after viewing a branded video they find online or via social media channels.
- Start utilizing the Facebook Live video feature. Facebook gives more attention to live video and will therefore make sure it shows up in a person’s feed. For those of you using this feature already, you may have noticed a recent spike in views thanks to this change in their algorithm. Don’t forget to save it to your camera roll on your phone so you can upload it to YouTube for additional exposure.
I recently read a quote that said “To not have any kind of video support and/or strategy that lives with and/or complements your existing communications would be a fool’s errand. It’s time to learn to love video.”
I completely agree. The age of using video to market your business is definitely here and I am sure we will see a lot more this year in technological advances that will make it even more simple to do. Time to quit dragging your feet and get started.