Make Your Videos Longer!
The goal of a well crafted video is to grab someone’s attention as quickly as possible, that’s why you hear it compared to an elevator pitch. What works for an explainer video might not be the best option when doing other video marketing. At LooseKeys we believe that 2017 will be the rise of more bite sized videos on outlets like Instagram and Twitter but some of those bite sized videos are often cut or re-purposed from longer videos made for Facebook and YouTube.
We’ll tell you a secret, there is no perfect length for a video, no magic number. Commercials are thirty and sixty seconds, so they fix into the format blocks nicely. Explainer videos are typically 60-90 seconds because it is a good balance of information and budget for many companies. However, if you made your video 72 seconds long that isn’t going to guarantee more viewers than the business that put together a 15 minute interview. Instead you should be looking at different ways to reach the audience you’re going after. Pay attention to the trends in video and how they are being ranked.
The reason that 15 minute interview might be getting more plays than the 72 second animation is because both YouTube and Facebook are pushing for longer content on their platform now.
Over the last month both YouTube and Facebook have said they are adjusting their algorithms to favor longer videos. Facebook is making it so longer videos that people spend time watching may see a slight increase in distribution on Facebook. YouTube is also doing something similar by looking at the watch time of a video. Longer videos cause people to stay on YouTube longer. If people stick around browsing on YouTube after watching that 15 minute interview, then your content could be deemed more valuable.
Longer videos allow the storyteller or business to cover much more ground. Sure the average attention span is just eight seconds, but video is a format that people engage with and they know to watch the whole video… if they find it enjoyable. Unlike a long blog post or boring news article where someone may skim or skip around because of that short attention span they have.
The average time spent on YouTube per session is 40 minutes. A lot of that time is likely spent watching a show, review, interview or in-depth explanation of something. Watching 40, one minute videos isn’t practical for a user. We’re not likely to recall all those videos but that one, 15 minute video that was hopefully insightful, we’ll remember and maybe share with friends.
Even if your business doesn’t have time to make anything more than a 2 minute video, it’s worth exploring. Only 9% of U.S. small businesses use YouTube. It’s not too late to get started on the platform and start making videos.
If you can’t make the videos yourself there are studios like LooseKeys that can and will work with you to make sure your message is heard, whether it’s in 2 minutes or 15 minutes.