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Shorter is better.
This is particularly true of online video.
When it comes to business video, shorter is also better.
It's tempting to add one more bit of information to your video, lengthening it. We know this because we've had to take machetes to our clients' and our own scripts to produce successful videos. It's easy to get carried away! But producers and clients who resist this urge will see more of their videos watched.
Evidence of this truth comes from online video platform Wistia, which tracks millions of business videos yearly.
Wistia found its viewers watched 75% of business videos lasting a minute or less, and 68% of videos lasting one to two minutes. By three minutes average viewing was about 61%. By four minutes viewership had flattened at around 60%. There wasn't much difference in engagement for a 4-minute video compared to a 10-minute epic.
Does this mean a screeching halt for every video at 59 seconds? No. While viewership certainly drops as length increases, that doesn't mean everyone stops watching. The ones who don't stop watching are the ones you want.
Viewers also quickly decide whether to watch a video or move on, as also reconfirmed by Wistia's latest analysis. In a short marketing video they decide in the first 15 to 30 seconds. So it's critical that the most important information in your video comes sooner than later.
The trick is in understanding what's really important to the viewer.
At Story Vision Video we put the most important information about your story into the first 30 to 45 seconds. That's how long you really have to engage viewers; the point at which they decide whether to go, or stay.
Want to know more? Call us. We can get your story out.