Longer Videos vs Shorter Videos
There is no question that we are impatient. If it takes a video longer than two seconds to load- we move on. If a video is four to five minutes, some might not even begin to watch. Attention spans are getting shorter and shorter. So, it might be surprising that Instagram is considering letting you post longer videos. In fact, a lot longer- up to an hour. And a new feature might allow for longer vertical videos. Longer videos have been trending on YouTube for the past few years. But many marketers still believe that shorter is better, under 2:00.
One can argue both sides of this debate. What you cannot debate, is the importance of video. Video is content-driven. With more and more mobile devices it can be your calling card anywhere, anytime. I believe those who are not taking advantage of this trend are missing out on an important way to connect with customers, suppliers, and employees.
Here are some critical stats.
As you begin to create video content here are a few simple rules you should consider:
Less is More
Just because a video is longer does not mean it is more effective. If the subject is complex, you may need more time. If the content is simple you need less time. If you choose to go shorter, don’t lose the important points or slice it so tightly that you lose the emotional impact of stories. Try to make every second packed full of information. People are busy so be respectful of their time. Don’t stretch out a video. Yes, certain social media outlets may reward videos of a certain length, but it is still important that you are the judge of what your audience needs and wants.
Don’t be Blinded by the Numbers
If you are trying to be an internet sensation, the numbers matter. For a business, just getting a lot of views is not the measure of success. It is what people do after they view your video. Does your content drive them to connect? Do they buy something? Do they ask for more information? Lots of views are nice. Fewer views by your preferred audience can be more profitable.
Lots of talking heads are generally not as interesting as showing wonderful visuals, pictures, graphics and hands-on demonstrations. It does take more time to create a highly visual presentation, but it also gets more attention. If possible, add some fun.
Think in Digestible Doses
If you do have in-depth content, consider breaking it up into modules. That makes it easy for the viewer to see the content that most applies to them. It also makes it easy to fit in watching videos when they have shorter blocks of time. This approach is extremely valuable for training or step-by-step information.
Want to discuss video for your business? Let’s talk.