How Long Should Your Next Online Video Be?
There is much debate about the optimized length of videos for various media. Television has had set lengths for years, but the debate still rages–is :15 better than :30 or :60?
Wistia looked at more than 500,000 videos and more than 1 billion plays to conduct research on video length and engagement. They found that 2 minutes is the sweet spot. Videos up to 2 minutes get “tons of engagement.” What is surprising is that a 90-second and 30-second video will have the same engagement levels so there is no need to worry about length until you reach 2 minutes.
According to the research, after 2 minutes “every second counts.” The drop-off from 2 to 3 minutes is significant, so if you are going to make a 150-second video, it would behoove you to cut 30 seconds from the video to increase engagement. At 6 minutes, the research shows a leveling off at 50% engagement and there is little decrease all the way to 12 minutes. So you should still produce longer content if it is warranted, but know the drop-off is large from 2 to 6 minutes.
If you are going to produce video, remember the 2-minute rule. So what’s the best TV commercial length? According to the Wistia research, it would be up to 2 minutes. So buy the entire 2-minute commercial break.