When it comes to business videos, one size doesn’t fit all. The perfect video length depends on several factors – your content, audience, and the platform you’re using.
At Ginger Digital, we’re often asked about the ideal length for business videos, and it’s a great question! We all know that, in today’s fast-paced digital world, attention spans are short, and mobile viewing is on the rise. That’s why shorter videos generally perform better – especially in the earlier stages of your marketing funnel.
But there’s more to the story. If your video is delivering significant value, is highly relevant to your audience, and addresses their specific needs, you can afford to go longer. Longer videos work well when your audience is further down the sales funnel, and already familiar with your brand.
Over to Neil, our Managing Director, to talk you through the perfect video length…
So, how do you find the sweet spot for your business videos? Let’s explore how to tailor your video length based on content, audience, and platform.
Promotional & Explainer Videos
Promotional and explainer videos are the right tools to engage audiences who are browsing your business. They are short, snappy, and to the point:
- Promotional videos aim to showcase your products or services to potential customers.
- Explainer videos are designed to pull viewers into your website, educate them, and keep them engaged.
For these types of videos, we recommend keeping the length between 30 to 90 seconds. That’s plenty of time to convey your message without losing your audience’s attention.
Want to learn more? Check out our blogs on What Makes a Good Explainer Video?, and Why Do You Need Promotional, Corporate Video Production Services? for more insights.
Here’s an example of an explainer animated video we produced for Synergy Car Leasing to help them raise awareness of their van leasing services:
Case Studies, Tutorials, and Presentations
When it comes to more in-depth content like case studies, tutorials, or presentations, you can extend the video length to 3 to 5 minutes. These videos provide valuable, detailed information, but it’s important to keep the content engaging and focused throughout.
Need some inspiration? Take a look at our Ginger case studies, or check out our blog on using case studies in your video production strategy for tips.
Here’s an example of one of our own case study videos – Stuart Devoil from James Latham discussing their experience with our video marketing services:
Platform Matters
The platform you’re using plays a big role in determining your video length. Here are some general guidelines:
- Social media: Keep it short – 15 to 30 seconds is ideal for grabbing attention and encouraging clicks.
- Website pages: Videos here can be longer, with 30 to 90 seconds being a great length to educate and inform. Visitors on your website are usually in research mode, so they’re ready to engage with more detailed content.
Here’s an example of a social media video we helped our client Language Angels to create, promoting their language educational platform:
Video Length & the Sales Funnel
When using video in your sales funnel, think short at the top, longer as you move down:
- Top of the funnel: Keep it brief! Introduce your brand and product quickly to catch attention.
- Mid to bottom of the funnel: As trust builds and prospects move closer to purchasing, you can go longer with your video content.
Want to dive deeper into how video fits into your sales funnel? Check out our Sales Funnel Video Strategy: Choosing the Right Videos blog.
The Bottom Line: Quality Over Quantity
No matter what, the key is to prioritise quality over quantity. Make sure your video effectively communicates your key message within the attention span of your target audience.
One more tip: Testing different video lengths and analysing viewer engagement metrics can help you fine-tune your strategy. Platforms like YouTube, Vimeo, and social media channels provide valuable data on viewer retention and engagement.
Ready to Create Your Next Video?
At Ginger Digital, we love bringing great video ideas to life! Whether you need help finding the ideal video length or crafting the perfect script, our team is here to support you. Let’s chat about your next project – we’re just a call away!
