The video length debate continues to rage. In the past, we allowed the medium to control length, but now you can publish a movie-long video if you want.
Today we have the advantage of data to show not only if someone clicked on the video, but if they completed the entire video. Completion rates fall as the length of the video increases.
What’s important to remember is that even at 10 to 20 minutes, you still have 44% of your audience — and that may be the key decision-makers who are most likely to buy into your story.
Now, we should spend more time analyzing the venue where the video will be shown to determine length. For example, a fundraising video shown to a large group of potential donors can run eight minutes. A video shown on a website that will be watched at work should be around one to two minutes.
The video completion rate across all video types, according to Vidyard, is 52%. So only half the people will stick with your video, no matter what length. So tighten up the content and increase your reach.