Most Videos Are Short But not six-seconds short. It’s likely companies are finding that shorter, more succinct versions of these kinds of videos perform better than long ones. Long-form Content isn’t Dead B2B video creators have caught on to the effectiveness of shorter videos capturing and holding their audience’s attention, but they haven’t given up on long-form content. It seems producers are either keeping their content short or dumping large amounts of information into long-form content like webinars. What is the Right Video Length? Recommended Length: 60 seconds or less Product walkthrough videos let you take viewers on a tour of your product or solution. Recommended Lengths: Instagram: 15-30 seconds Twitter: 15-60 seconds LinkedIn: 15 seconds-tw0 minutes Facebook: 15 seconds-two minutes Are you pitching a reporter? Recommended Length: 30-45 seconds Which Video Length Works Best for You? Which video length has been successful for your business? Attach Log in with or sign up with Disqus or pick a name Disqus is a discussion network Disqus never moderates or censors.
Think about how many times you check your smartphone a day.
Or how many times you unconsciously tab over from what you’re working on to have a quick glance at your email inbox.
We all know attention spans are shrinking.
Advertisers now film snackable, six-second versions of their 15- or 30-second ads in an attempt to capture viewers’ fleeting attention.
Geez, you might be thinking, if advertising professionals are struggling to get viewers to stay tuned in for 15 seconds, what hope do B2B communicators have of holding their audience’s attention with videos typically much longer?
Let’s look at the data.
Earlier this year, Vidyard undertook a study of our B2B video customers looking at approximately 600 businesses and more than 250,000 videos in a 12-month period.
We then published the results in our 2018 Video in Business Benchmark Report.
We were looking to understand how real businesses were using video on a day-to-day basis and if there were any overarching trends.
Today, I’ll be sharing our findings on video length. And spoiler alert, things aren’t quite as dire as you might think.
Most Videos Are Short
But not six-seconds short.
The overwhelming majority of videos created by B2B video producers—75 percent—are less than two minutes in length.
That’s a huge increase from last year’s 56 percent.
This suggests B2B video creators are taking note of shrinking attention spans and shifting audience expectations, and adjusting their content to match.
Some of the most common types of videos produced are product videos, demos, and explainer videos.
It’s likely companies are finding that shorter, more succinct versions of these kinds of videos perform better than long ones.
Long-form Content isn’t Dead
B2B video creators have caught on to the effectiveness of shorter videos capturing and holding their audience’s attention, but they haven’t given up on long-form content.
The average length of a B2B video is approximately nine minutes (or 538 seconds, to be exact).
That’s longer than many expect, but it’s likely due to the average being pulled up by long-form video content.
This includes content such as webinars and product demos, which are becoming more common, particularly in B2B markets.
Even though short content is performing well, consumers also seem to have an appetite for in-depth educational content.
There’s Not Much in the Middle
B2B video is becoming more and more polarized, and our data shows a shortage of videos anywhere from four to 20 minutes in length.
It seems producers are either keeping their content short or dumping large amounts of information into long-form content like webinars.
In most cases, creators are likely producing a mix of both.
What is the Right Video Length?