The general rule is to keep most videos under two minutes, although a video duration varies according to the platform on which you distribute or embed them.
In most cases, a two-minute video is ideal for marketing purposes. If you can, try to keep your first outreach sales videos under 60 seconds.
Generally, a video’s duration will vary widely depending on its purpose, target audience(s), distribution channel(s), and industry. The shorter a stage, the sooner it is. The later it is, the more time passes.
Here are some suggestions for just about any situation you can think of.
Video Length Statistics
What is the Ideal Length of a Social Media Video?
The video duration of any two videos cannot be the same because the platforms differ. The attention span of an Instagram user is likely to be far less than that of a YouTube viewer.
On top of that, social media algorithms are always changing, so what works today won’t work for you tomorrow.
Length of an Instagram video
Video length on Instagram should be no more than 30 seconds. Instagram’s fast-paced, multi-tasking, and frequently on-the-go audience prefers the halfway point of the 60-second time limit.
The opening 15 seconds of a video ad or Instagram Story ad should contain your most important message.
Only 10-minute-long videos are allowed on IGTV (short for Instagram Television). Larger businesses can file a petition to get their one-hour video quota raised.
If you want to shoot a live Instagram video, simply press record and keep going. More people will see your video if you let it play for an extended period of time.
A live broadcast can last up to 60 minutes, but you can continue broadcasting immediately after that if you choose. Even though it’s best to keep it within ten minutes, the longer it is, the better.
Length of Facebook video
A successful Facebook video in-feed should be between 24- and 90-seconds duration. Although Facebook videos may last up to four hours, just because you can post Gone with the Wind does not mean you should. It surely exceeds the attention span of the average Facebook user, and that’s a lot of videos to make.
On the other hand, Facebook Stories—those user-generated videos that expire after 24 hours—are limited to 20 seconds in length. Put the most compelling material in the first five to ten seconds of Facebook advertisements.
Facebook Live is an excellent tool for engaging with consumers in real time. You can do broadcast for up to four hours, and, similar to Instagram Live, the longer your live video is available, the more likely it will be discovered.
Simply avoid going below 10 minutes, which is approximately the amount of time required for people to be alerted and listen in.
Pro Tip: To increase engagement on your brand’s Facebook page, replace the cover photo (the prominent image at the top of your profile) with a 20–90-second video, or replace your profile photo with a seven-second profile video or animated GIF.
Length of LinkedIn video
LinkedIn videos should be between 30 seconds and five minutes in length, with a maximum of ten minutes. LinkedIn’s audience is not your typical social media user: They are working professionals with additional time to digest. Almost three-quarters of business leaders, nearly all of whom are on LinkedIn, report watching internet videos on a weekly basis.
However, if you’re running LinkedIn video advertisements, keep them brief: 15 seconds is the optimal amount of time, with a maximum of 30 seconds.
What is the optimal duration for a YouTube video?
YouTube B2B videos should be no longer than two minutes. However, although YouTube videos may last up to 12 hours, there is probably not much demand for long-form sponsored material.
When it comes to video advertising, we recommend keeping them to a maximum of 15 to 20 seconds for pre-roll commercials or six seconds for bumper ads, which are meant to raise awareness of your company.
Length of a Twitter video
Twitter video advertising and video tweets should be between 20 and 45 seconds long. Despite the fact that they can last up to two minutes and twenty seconds. No wonder people don’t stay long on a platform designed for speed.
Length of the video on Pinterest
Unless it’s an explainer or demo Video, Pinterest videos should be 15 to 30 seconds long. In that instance, longer is OK. Many users, like those who frequently use YouTube and Pinterest, to get how-to answers.
Despite the fact that the platform allows for 30-minute demonstrations, yours shouldn’t. Provide a succinct response in the form of a visually appealing, pinnable thumbnail.
Length of a Snapchat Video
When it comes to Snapchat videos, they’re over quickly: That’s all there is to it. Do not try to cram all of your thoughts and feelings into that small speck of time. Instead, offer your audience a sample of what you do and leave them with a link, hashtag, or URL to get more information.
What is the Ideal Video Length on Digital Channels
Again, there is no one-size-fits-all movie duration rule. The channel, user behavior, expectations, vertical, use case, buying stage, product, and video format are all factors to consider. One exception is cold outreach, in which case the time limit is one minute. Each of the following channels and formats has its own set of rules.
Length of a Website video
A 30- to 60-second homepage video is about the same length as a 30- to 60-second TV commercial. However, if the video is of high quality, you can go over it.
Even if a website video doesn’t provide all the information you need, it doesn’t have to. Videos that tease the value of your product but leave certain questions unanswered are more likely to lead viewers to book a sales call.
Length of video ads for Landing Pages
Make your videos no more than 30 to 60 seconds long. According to research, one-fifth of visitors to a landing page leave within only 10 seconds. 30 seconds or less for one-third of the bounce. With videos, you can keep their attention and improve conversions by up to 80% just by using them.
It’s always a good idea to put your video at the top of your page so that it’s the first thing people see.
Length of video for Email Marketing
In most circumstances, we recommend restricting the duration of the video to 45 seconds or fewer (unless you have a highly engaged audience). The subject line “video” may raise open rates by 19 percent, and the email content has a clickable thumbnail, which can increase the number of views by 65 percent.
Length of the Sales video
Generally, the shorter the video is, the earlier it is used for outreach. Cold outreach videos should be no more than 30 seconds long, but in the middle and end stages of outreach, addressing questions is common, and such videos can be several minutes long.
Related Article:
What is the Optimal Length of different types of videos?
Think in terms of seconds, not minutes, when creating videos for your top-of-funnel landing pages. Window shoppers and uninterested prospects aren’t going to spend a lot of time on your website.
However, as you progress down the funnel, you can afford to make your videos longer—think minutes.
The ideal duration for a video is the number of times people are willing to watch it.
Length of an explainer video
Make your explanation videos between 60 and 90 seconds long. ‘ Ads tend to be at the top of the funnel, but this type of content assumes that the visitor is interested in learning more about the product. That solution doesn’t have to be delivered in less than a minute.
Length of a how-to or tutorial video
How-to videos in the middle of the funnel should be between two and ten minutes long. Once you’ve piqued the interest and attention of your audience, it’s time to shift gears from entertainment to education.
Alternatively, they can be consumers who are being taught how to use the service or product, in which case they are more likely to be understanding. If you can compress your message to the point that viewers can get on with their day without being distracted, your videos will be more well-liked and shared.
Length of a sample video
Two to five minutes is a good length for your demo videos. Smaller demos, each focused on a specific feature or facet of the product, are preferable to a single large demo. Your viewers will appreciate the ease of access, and you can always create a playlist for those who want to see everything at once.
Length of case study video
There is a wide range of lengths for case study videos, but viewers are more likely to watch between five and ten minutes of content. Cut up lengthy video case studies into 60-90-second testimonials for use on your website, emails, and social media channels.
Length of a webinar
Use 15 to 60-minute webinars. With many presenters, segments, and an audience Q&A, webinars are ideal for deep dives into certain topics.
On the other hand, shorter ones can be tried: The webinine, a nine-minute webinar popularised by Jay Baer, is gaining ground in the B2B marketing sector. Keeping your on-demand webinar content under 20 minutes in duration can increase viewer retention by as much as 40%.
Length of a one-on-one sales video
Cold-call sales outreach should be kept to a maximum of 30 to 60 seconds. They won’t want to talk to you any longer if you keep them waiting. Efforts to re-engage with cold or stalled prospects should be roughly the same in the middle and the end of the sales cycle. There are exceptions, of course, when you’re answering a customer’s inquiry. After all, they asked for it.
Length of a promotional video
Make your promotional videos the same as traditional television commercials: 30 to 60 seconds. As long as it’s good enough for the large brands to use, it’s good enough for the majority of small enterprises.
Length of a cultural video
The length of your corporate culture video should be between two and four minutes, depending on your goals. Keep it shorter if you’re using the movie to attract job seekers. Minutes to an hour.
Length of an interview video
Interview videos are an exception to this rule, as they tend to run longer. Six to ten minutes may be all that’s necessary for a fireside discussion between your CEO and an unusual guest. This allows for a few rounds of back-and-forth and the exploration of various narratives and points of view.
Length of a thought leadership video
A thought leadership video’s length should rely significantly on its purpose, shape, and content. For a well-rehearsed, enlightening speech, 10 to 15 minutes is the right amount of time.
About the length of a TED Talk, I’d say! 45 seconds to two minutes is typically all you need to record a brief, informal update for Twitter or LinkedIn from a conference on your smartphone.
Best Practices for Video Length
The easiest way to decide on the duration of your video is to experiment and see what your target audience like. The video should be no longer than two minutes if it is going to be seen by someone who does not know you and has not signed up to see it. If the video has been requested, it might be lengthier.
The shorter, the better
When a video is less than 60 seconds long, 58% of viewers watch it to the end, yet, just 24% of viewers finish a video that is longer than 20 minutes. If you can figure out why visitors aren’t staying long enough, you can adjust your content accordingly or, at the very least, use the information to improve future material.
Engagement rates for videos of various lengths
Various purposes specify video lengths
How long your video should be will depend on what you want to accomplish, who you’re trying to reach, and the audience’s position in the sales funnel. Remember, however, that a high number of views doesn’t always mean a high level of popularity.
Richer metrics like signups, conversions, pipeline, and revenue should be used to judge the performance of a video.
Monitor your progress
Learn what works and what doesn’t in video analytics so you can make adjustments to improve conversions and your return on investment (ROI). In 2020, 73% of companies will have used video analytics in some way, and those that have used analytics have had better results and are happier with their video expenditures.
Make an immediate impression
Even if most of your visitors stop watching after the first quarter of your video, they’re missing the most crucial information. Get to the point of your video as fast as possible—ideally inside the first quarter of the video’s running time.
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Bottom Line
To recapitulate, the optimal length of a video is two minutes maximum; however, the length of the video also varies from platform to platform.
We hope this blog will help you determine what should be the ideal length of the video you’re planning to make for whichever platform.
Good luck with your video project!
The Ideal Video Length – FAQs
- What is the average length of a video?
According to the research, the average length of a video should be approximately is two minutes.
- What determines the length of a video?
The length of a video is determined by the content, platform, and targeted audience.
An animation enthusiast who enjoys explaining complex animation techniques, mediums, and videos. Her love for animated films drives her. In her spare time, she enjoys watching animated films from Pixar, Disney, and Illumination productions.
