How Long Should My Marketing Video Be?

How long is your attention span? We’ve all heard the terrifying comparison between the attention span of a human and a goldfish, largely due to the barrage of content we face daily on the internet. Capturing and maintaining attention online is tough. We are becoming desensitised, and find it much harder to stay engaged. Despite the fact that video is the most engaging type of content, you still need to stand out without taking up too much of your audience’s time. 


So, how long should your marketing video be?


You need to think about what message you’re trying to convey, and what’s really important for your viewers to understand. We like to define the general rule as the “Three C’s” - is your video clever, concise, and clear? That goes for all types of advertising videos. However, optimal video length varies on different platforms, so keep reading as we take you through some of the most common types of marketing videos, and what platforms support them!


Explainer Video Length

Explainer videos are an essential way to advertise your brand by introducing ‘what you do’ in a way that leaves viewers wanting to know more. The most important thing to remember is that it’s an ‘explainer video’ not an ‘explain everything video’. When it comes to video length, you must balance being concise with being informative, and most importantly, engaging. Using a good hook to create interesting and captivating video marketing will determine how long people will watch - there’s no point wasting time and money on extra content if people click off within the first few seconds! 


Jacob, one of our Co-founders here at One Day Video heads up our scriptwriting department and has written hundreds of highly engaging scripts. He says the sweet spot is between 1.5 and 2 minutes. Just enough time to spark interest, give viewers the key info, and leave them hungry for more. This length is ideal for a company website, Facebook, and LinkedIn!


Brand Awareness Campaigns

Video advertising that’s designed to increase brand awareness can be much shorter than your typical explainer video. Whether it’s a cut-down of your existing marketing video, or fresh content, you should aim for around 30-45 seconds, and definitely no longer than a minute! Again, it’s all about keeping your audience engaged. Bear in mind that the shorter your video, the more cleverly your message will need to be conveyed, as there’s less time to communicate the important points. Good brainstorming and pre-planning is needed when you approach short videos - a short video doesn’t necessarily mean an easier process. For this type of video, excellent scripting is essential.

Social Media Platforms

Time is always a factor when marketing on social media and every channel has their own optimal time-limit for video. So, how do you maximise all channels without creating a separate video for each one?

TikTok + Instagram

If you’re advertising on TikTok or Instagram, video ads are often limited to 15 seconds (this means you can make the most of Instagram stories), but if you’re publishing organic content to these platforms, you have between 30-60 seconds to engage your audience. While Instagram has the option of sharing a longer video to IGTV, you can put any spend behind these and video views tend to be lower. Instagram reels and stories are the way to go! Keep the pacing fast and the transitions interesting - something we specialise here at One Day Video (sneaky plug).

Facebook + LinkedIn

Most marketing videos designed for Facebook and LinkedIn should be around a minute long, too. These two ad platforms will accept videos longer than a minute, but you better believe they need to be hella engaging if you’re expecting full video views.


YouTube

YouTube ads are also worth a mention because they are a powerful marketing tool, especially for retargeting. On this platform, you have the option to post video ads at 6 seconds, 15 seconds, or 30+ seconds. YouTube ads can be a tricky thing to get right - the shorter ads work great for brand awareness and the longer ads work well for retargeting. As always, the secret is highly engaging videos with a sprinkle (or hearty dash) of humour. Want to learn more? Take a look at our guide on visual comedy.


How to make the most of one video

If you’re keen to branch into social media marketing, it’s vital that you knuckle down and think of a fun, clear and consistent way to represent your brand. That way, even when people simply scroll past, they’ll have a memory stored away of who you are! A super easy and cost-effective way to really maximise your social media presence is to cut down your original explainer video into several parts. This way, you’re not wasting time or money creating new content, but have a backlog of videos for consistent posting! Not to mention, you can pick a cut-down with an appropriate length to suit the platform/s you’re using. At One Day Video, we call it our Social Media Cut-Down Package (we’re open to new name ideas).


Above all, remember to be clever, concise, and clear. Strategically selecting your marketing video length is crucial for good engagement, so don’t be afraid to cut out unnecessary content. The idea of video marketing is to generate interest, so viewers will want to seek further information through your points of contact or your website.


We hope you feel inspired to create an awesome marketing video for your brand. If you want to know more about video advertising, take a look at our article Advertising Video Production At Its Best, and soon enough you’ll see some wicked results.

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