Marketing videos are victims of short attention spans.
When considering the length of your marketing video it is vital to keep in mind that the average internet user has an ever-decreasing attention span and lots of distractions which stop them from focusing on any one thing for a long period of time. A study from SumoMe that looked at 650,000 user sessions concluded that only 20% of people actually read articles from start to finish.
That means that your readers are figuratively running for the exits well before they have finished reading your article.
Wistia – a leading video hosting company – conducted a similar study for videos hosted on their platform to find out the relationship between video length and viewer engagement.
Video Length vs. Engagement
Wisita looked at data for 564,710 video and more than 1.2 billion video plays to come up with the following conclusions:
Ideal Marketing Video Length
Engagement is steady for videos up to 2 minutes which means that on average, a 90-second video will have similar engagement as a 30-second video. So, during marketing video production, you should not worry about the length as long as it is under 2 minutes.
After 2 minutes, engagement seems to drop off significantly with every second, and the correlation between video length vs. engagement shows an exponential decay. So, if your video is exceeding 2 minutes you are probably better off cutting it down to under 2 minutes.
The exponential decay starts to level off after the 6-minute mark and the engagement is steady for videos between 6 minutes and 12 minutes. In this case, it is entirely up to you to decide whether to longer or shorter based on your audience and content.
Marketing videos should be under 2 minutes if possible.
To sum it up, the ideal video length depends entirely on the viewer, the context, and the quality of production, but it is best to keep your videos under 2 minutes when you are just starting out.