In today’s fast-paced digital landscape, we are consuming content more rapidly and from a multitude of platforms than ever before. Our collective human attention spans have reached historic lows. A recent study by Microsoft reveals a startling statistic. Over the past decade, the average human attention span has decreased by a staggering 25%. This phenomenon underscores our desire to consume, engage with, and produce content at an accelerated pace.
Whether we are watching instructional videos or researching a particular concept, the challenge of capturing and retaining the attention of potential customers has never been more formidable. In this age, captivating and maintaining an audience is increasingly difficult if your content doesn’t instantly engage them. People simply need more time or patience to invest in content that fails to grip them from the very outset.
So, how long should a corporate video be in 2024?
Well, that largely depends on the platform and the type of video you’re planning to create. Let’s break it all down!
How Long Should a Corporate Video Be on Social Media
Each social media platform possesses unique characteristics, necessitating varied video lengths tailored to their respective audiences. For instance, a YouTube viewer might willingly dedicate four minutes to a video, while an Instagram user is unlikely to invest more than 15 seconds. Moreover, the ever-evolving nature of social algorithms means that what holds today may change.
So, what are the suggestions based on each platform?
The permissible length varies depending on your video’s format and how you intend to share it.
In response to the rapid ascent of TikTok, Instagram Reels have gained prominence and are frequently favoured over photos in the algorithm, whether shared in-feed or as standalone content. Reels can extend up to 90 seconds, yet it’s worth considering shorter durations for optimal viewer engagement.
For Instagram Stories, the video length is capped at 15 seconds per segment, and these clips vanish after 24 hours. Meanwhile, when it comes to Instagram Live videos, the spectrum is more extensive, ranging from a minimum of 1 second to a maximum of 4 hours.
To maximise engagement, aim to keep your in-feed Instagram videos within the 15-30 second range, as this aligns well with the platform’s on-the-go, multitasking audience. Front-load your essential message within the initial 15 seconds, especially for video and Instagram Stories ads.
For Instagram Live Videos, simply hit record and keep rolling. The longer your live session, the greater your potential to draw in a larger audience. A minimum of 10 minutes is recommended, especially for live demonstrations, but longer durations often yield better results in this format.
Successful in-feed Facebook videos typically fall within the range of 24 to 90 seconds. Although Facebook allows videos to run for a whopping four hours, it’s essential to exercise restraint.
On the flip side, we have Facebook Stories—user-generated videos with a shelf life of 24 hours, where brevity rules and clips can’t exceed 20 seconds. When it comes to Facebook ads, the key is to front-load the most enticing information within the initial five to 10 seconds, even though these ads can also extend up to four hours.
For those looking to engage with their audience in real-time, Facebook Live offers a valuable avenue. You can broadcast for up to four hours, and similar to Instagram Live, longer sessions enhance the likelihood of attracting viewers. Just ensure your live video lasts at least 10 minutes to give people ample time to receive notifications and join the stream.
Pro Tip: Elevate your brand’s Facebook page by replacing the cover photo (the prominent image at the top of your profile) with a 20- to 90-second video, or swap out your profile picture for a seven-second profile video or animated GIF to enhance engagement.
We suggest keeping your LinkedIn videos within the range of 30 seconds to five minutes, although you can push the upper limit to a maximum of 10 minutes. It’s worth noting that LinkedIn’s audience isn’t your typical social media scrollers — nearly three-quarters of business executives, a majority of whom are active on LinkedIn, report watching online videos every week.
However, shorter formats are more effective if you’re running LinkedIn video ads. Ideally, aim for 15-second ads, but you can stretch them to a maximum of 30 seconds if necessary.
YouTube permits videos to run as long as 12 hours, although the demand for such extended content is generally limited for most branded content. If you’re exploring YouTube shorts, which are vertical videos, they can be up to 60 seconds long.
For B2B videos on YouTube, it’s advisable to keep them within the two-minute range, but you can extend their length if they are instructional or educational. In such cases, be sure to incorporate video chapters into your content. This not only enhances the viewing experience but also provides significant benefits for SEO.
Regarding video ads, we recommend sticking to a duration of 15 to 20 seconds if you’re using pre-roll ads. For bumper ads, designed primarily for brand awareness, it’s best to keep them short and sweet at six seconds.
Regarding video tweets and Twitter ads, it’s advisable to keep them in the range of 20 to 45 seconds in length. However, extending them to a maximum of two minutes and 20 seconds is flexible. This recommendation aligns with the nature of Twitter as a platform known for its succinctness, where user engagement tends to be brief.
For Pinterest, aiming for 15 to 30 seconds is generally recommended unless you’re creating an explanatory or demonstration video, in which case a longer duration is acceptable. Pinterest positions itself as “the discovery platform,” where users seek how-to solutions akin to their behaviour on YouTube.
While it’s possible to find demos on Pinterest that stretch up to 30 minutes, it’s advisable not to go to such lengths. Instead, strive to provide a concise and visually appealing response accompanied by an attractive, pinnable thumbnail to capture the essence of your content.
- Snapchat and TikTok
As the name suggests, Snapchat videos have a fleeting duration, lasting just 10 seconds. It’s important not to attempt to squeeze your entire message into that brief moment. Instead, aim to give your audience an enticing glimpse of your content and provide them with a link, hashtag, or URL for further exploration.
In contrast, the length of TikTok videos has expanded in recent years to facilitate more extended storytelling and content sharing. TikTok videos can now span up to ten minutes, a valuable development, especially as many brands and creators are utilising TikTok for B2B content.
How Long Should a Corporate Video Be on Digital Channels
Once more, there isn’t a universally optimal video length. It hinges on various factors such as the platform, user behaviour, expectations, industry, purpose, buyer’s journey, product, and video style. As a general guideline, though, when it comes to cold outreach, aim to keep your videos under one minute. Below, you’ll find specific recommendations tailored to each channel and format.
- Website Videos
The ideal duration for a homepage video closely mirrors that of a television commercial, falling within 30 to 60 seconds. While it’s possible to exceed this timeframe, it’s essential only if the video content is substantial and engaging. Furthermore, website videos don’t always have to provide exhaustive answers. Homepage explainer videos that offer a tantalising glimpse of your product’s value while leaving some questions unanswered can be more effective in encouraging viewers to schedule a sales call.
- Landing Pages
Keep your landing page videos concise, falling within the 30 to 60-second range. Research indicates that a significant portion of landing page visitors bounce within mere seconds—20% depart after just 10 seconds, and a third leave within half a minute. Incorporating videos can be a powerful tool for retaining their attention and significantly boosting conversion rates; the mere presence of videos alone can result in an impressive 80% increase in conversions.
- Email Videos
Determining the perfect duration for video marketing or sales video emails can be a bit fluid. However, as a general guideline, we advise keeping them to 45 seconds or less (unless analytics predict that your content is exceptionally engaging). A helpful strategy to test is incorporating the word “video” in your email subject line to gauge whether it positively impacts your open rates.
On Different Types of Videos
For your top-of-funnel videos, prioritise brevity and conciseness, thinking in terms of seconds rather than minutes. Casual observers and prospects just starting their journey tend to have limited time to spare. As you progress further down the funnel, you can gradually extend your video lengths into the realm of minutes. Ultimately, the ideal video length is contingent on what your viewers are willing to engage with and absorb.
- Explainers and How-To Videos
When creating explainer videos, a duration of 60 to 90 seconds is typically recommended. These videos often serve as top-of-funnel assets, but unlike ads, they assume some level of intent on the viewer’s part to learn about the product. If it takes a bit over a minute to effectively convey that information, it’s generally acceptable.
For mid-funnel educational or how-to videos, a length of 2 to 10 minutes is suitable. At this stage, you’ve captured your audience’s interest and engagement, and the primary objective is to educate rather than solely entertain. Alternatively, your viewers may already be customers, and the goal could be to guide them through the workings of your product or service, in which case, they are likely to be more forgiving regarding video length. Nevertheless, condensing your message, articulating points concisely, and allowing viewers to get on with their day can enhance the appreciation and potential sharing of your videos.
Demo videos hold the top spot as the most widely employed video type in both video marketing and sales. When crafting your demo videos, aim for a duration of two to five minutes each. Instead of creating a single extensive demo, consider breaking it down into smaller, more focused demos, each highlighting a specific aspect or feature of your product. This approach offers a lower barrier to entry for your viewers, and for those who desire a comprehensive view, you can always assemble them into a playlist for convenient access.
- Case Study Videos
The duration of case study videos can span a broad range. However, it’s essential to consider that the audience for these videos is typically mid to late-stage prospects who are more inclined to invest five to 10 minutes in watching. However, it’s also a good practice to break down longer case study videos into shorter, more digestible segments or create bite-sized testimonials lasting 60 to 90 seconds. These concise versions can be valuable assets on your website, in emails, and across your social media channels.
- Webinar Videos
Live webinars often run for up to 60 minutes, but targeting 25 minutes or less is advisable for the best viewer retention and engagement.
You can retain the full length when transitioning from a live webinar to on-demand content. However, a more viewer-friendly approach is to edit it down to include only the highlights. Suppose you can condense your on-demand webinar content to under 20 minutes. In that case, it has the potential to yield nearly 60% more viewer retention, making it a valuable strategy for maximising audience engagement.
- What About Sales Videos
When it comes to sales outreach videos, especially when reaching out to cold prospects, it’s wise to keep them short and sweet, falling within the 30 to 60-second range. Going beyond this duration might risk overwhelming or disengaging your audience.
A similar video length is suitable for mid and late-stage sales outreach, even when reconnecting with prospects who may have lost interest or paused their evaluation. However, extending the video length is flexible if you’re addressing specific questions from a prospect or delivering a comprehensive video proposal.
- Promo and Brand Videos
If you’re pondering the ideal length for a promo video, you can apply a similar approach to traditional digital and TV advertisements, spanning 15 to 60 seconds. This timeframe represents a well-established and effective format embraced by major advertisers, and it’s equally suitable for most B2B companies.
As for company culture videos, a duration of two to four minutes is generally recommended. For those aiming to attract potential candidates with a recruiting-style culture video, consider going a bit shorter, around one to two minutes. This approach ensures that your content remains engaging and aligns with the specific objectives of the video.
- Interview Video
Interview videos constitute a unique category that can afford to be more extensive. For instance, when your CEO has a special guest for a fireside chat, it’s acceptable for it to run longer than the average video—perhaps in the range of 6 to 10 minutes. This extended duration allows for a meaningful back-and-forth dialogue and ample space for the conversation to delve into various stories and perspectives.
- FAQ Videos
Determining the ideal length for FAQ videos involves striking a balance between addressing your key questions comprehensively and ensuring that your viewers remain engaged. As a practical guideline, consider addressing four to six questions within your FAQ video and strive to keep the total duration under the 10-minute mark. Engagement and retention can be enhanced by incorporating chapters for each question or segmenting each question into shorter, more focused videos.
- Thought Leadership Video
The ideal length for thought leadership videos varies significantly based on factors like their intended use, format, and content. If you have a meticulously prepared and insightful message, a duration of 10 to 15 minutes is suitable, akin to the length of a TED Talk.
Conversely, if you’re sharing a brief and informal update captured on your smartphone at a conference destined for platforms like Twitter or LinkedIn, a concise timeframe ranging from 45 seconds to two minutes is likely sufficient to convey your message effectively.
Know More About – Different Types of Corporate Videos and Their Uses
Corporate Video Best Practices
The most effective strategy for determining video length is conducting tests and discovering what resonates with your audience. When your video is intended for viewers unfamiliar with your content and haven’t expressly requested it, it’s advisable to keep it under two minutes. Conversely, if your audience has expressed interest or made a request, you can consider a longer duration.
In general, shorter videos tend to perform better. Research shows that 66% of viewers will watch business-related videos to the end if they are less than 60 seconds in length, whereas only 22% will finish a video that exceeds 20 minutes. To optimise viewer engagement, leverage video analytics to identify drop-off points and adjust your content accordingly. Additionally, consider implementing chapters in your long-form videos, as this can enhance retention rates and make your content more accessible and user-friendly.
In conclusion, the optimal video length is context-dependent, influenced by factors like platform, audience, and content. Testing and audience feedback are invaluable tools for finding the right duration. Regardless of the length, instant engagement is paramount in today’s content-hungry digital world.
For those in pursuit of an exceptional engagement strategy, Studio52 stands ready as your distinguished partner. Our portfolio presents a plethora of meticulously crafted corporate videos acclaimed by our esteemed clients.