How Long Should Your Corporate Videos Be – 2024 Guide

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How Long Should Your Corporate Videos Be 2024
Guide

• https//studio52.tv/

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• In todays fast-paced digital landscape, we are
  consuming content more rapidly and from a
  multitude of platforms than ever before. Our
  collective human attention spans have reached
  historic lows. A recent study by Microsoft
  reveals a startling statistic. Over the past
  decade, the average human attention span has
  decreased by a staggering 25. This phenomenon
  underscores our desire to consume, engage with,
  and produce content at an accelerated pace.

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• Whether we are watching instructional videos or
  researching a particular concept, the challenge
  of capturing and retaining the attention of
  potential customers has never been more
  formidable. In this age, captivating and
  maintaining an audience is increasingly difficult
  if your content doesnt instantly engage them.
  People simply need more time or patience to
  invest in content that fails to grip them from
  the very outset.
• So, how long should a corporate video be in 2024?
  
• Well, that largely depends on the platform and
  the type of video youre planning to create.
  Lets break it all down!

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How Long Should a Corporate Video Be on Social
Media Each social media platform possesses
unique characteristics, necessitating varied
video lengths tailored to their respective
audiences. For instance, a YouTube viewer might
willingly dedicate four minutes to a video, while
an Instagram user is unlikely to invest more than
15 seconds. Moreover, the ever-evolving nature of
social algorithms means that what holds today may
change. So, what are the suggestions based on
each platform?
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• Instagram
• In response to the rapid ascent of TikTok,
  Instagram Reels have gained prominence and are
  frequently favoured over photos in the algorithm,
  whether shared in-feed or as standalone content.
  Reels can extend up to 90 seconds, yet its worth
  considering shorter durations for optimal viewer
  engagement.
• For Instagram Stories, the video length is capped
  at 15 seconds per segment, and these clips vanish
  after 24 hours. Meanwhile, when it comes to
  Instagram Live videos, the spectrum is more
  extensive, ranging from a minimum of 1 second to
  a maximum of 4 hours.

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To maximise engagement, aim to keep your in-feed
Instagram videos within the 15-30 second range,
as this aligns well with the platforms
on-the-go, multitasking audience. Front-load your
essential message within the initial 15 seconds,
especially for video and Instagram Stories
ads. For Instagram Live Videos, simply hit
record and keep rolling. The longer your live
session, the greater your potential to draw in a
larger audience. A minimum of 10 minutes is
recommended, especially for live demonstrations,
but longer durations often yield better results
in this format.
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• Facebook
• Successful in-feed Facebook videos typically fall
  within the range of 24 to 90 seconds. Although
  Facebook allows videos to run for a whopping four
  hours, its essential to exercise restraint.
• On the flip side, we have Facebook
  Storiesuser-generated videos with a shelf life
  of 24 hours, where brevity rules and clips cant
  exceed 20 seconds. When it comes to Facebook ads,
  the key is to front-load the most enticing
  information within the initial five to 10
  seconds, even though these ads can also extend up
  to four hours.
• For those looking to engage with their audience
  in real-time, Facebook Live offers a valuable
  avenue. You can broadcast for up to four hours,
  and similar to Instagram Live, longer sessions
  enhance the likelihood of attracting viewers.
  Just ensure your live video lasts at least 10
  minutes to give people ample time to receive
  notifications and join the stream.

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Pro Tip Elevate your brands Facebook page by
replacing the cover photo (the prominent image at
the top of your profile) with a 20- to 90-second
video, or swap out your profile picture for a
seven-second profile video or animated GIF to
enhance engagement.
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• Linkedin
• We suggest keeping your LinkedIn videos within
  the range of 30 seconds to five minutes, although
  you can push the upper limit to a maximum of 10
  minutes. Its worth noting that LinkedIns
  audience isnt your typical social media
  scrollers nearly three-quarters of business
  executives, a majority of whom are active on
  LinkedIn, report watching online videos every
  week.
• However, shorter formats are more effective if
  youre running LinkedIn video ads. Ideally, aim
  for 15-second ads, but you can stretch them to a
  maximum of 30 seconds if necessary.

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• Youtube
• YouTube permits videos to run as long as 12
  hours, although the demand for such extended
  content is generally limited for most branded
  content. If youre exploring YouTube shorts,
  which are vertical videos, they can be up to 60
  seconds long.
• For B2B videos on YouTube, its advisable to keep
  them within the two-minute range, but you can
  extend their length if they are instructional or
  educational. In such cases, be sure to
  incorporate video chapters into your content.
  This not only enhances the viewing experience but
  also provides significant benefits for SEO.
• Regarding video ads, we recommend sticking to a
  duration of 15 to 20 seconds if youre using
  pre-roll ads. For bumper ads, designed primarily
  for brand awareness, its best to keep them short
  and sweet at six seconds.

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• Twitter
• Regarding video tweets and Twitter ads, its
  advisable to keep them in the range of 20 to 45
  seconds in length. However, extending them to a
  maximum of two minutes and 20 seconds is
  flexible. This recommendation aligns with the
  nature of Twitter as a platform known for its
  succinctness, where user engagement tends to be
  brief.

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• Pinterest
• For Pinterest, aiming for 15 to 30 seconds is
  generally recommended unless youre creating an
  explanatory or demonstration video, in which case
  a longer duration is acceptable. Pinterest
  positions itself as the discovery platform,
  where users seek how-to solutions akin to their
  behaviour on YouTube.
• While its possible to find demos on Pinterest
  that stretch up to 30 minutes, its advisable not
  to go to such lengths. Instead, strive to provide
  a concise and visually appealing response
  accompanied by an attractive, pinnable thumbnail
  to capture the essence of your content.

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• Snapchat and TikTok
• As the name suggests, Snapchat videos have a
  fleeting duration, lasting just 10 seconds. Its
  important not to attempt to squeeze your entire
  message into that brief moment. Instead, aim to
  give your audience an enticing glimpse of your
  content and provide them with a link, hashtag, or
  URL for further exploration.
• In contrast, the length of TikTok videos has
  expanded in recent years to facilitate more
  extended storytelling and content sharing. TikTok
  videos can now span up to ten minutes, a valuable
  development, especially as many brands and
  creators are utilising TikTok for B2B content.

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How Long Should a Corporate Video Be on Digital
Channels Once more, there isnt a universally
optimal video length. It hinges on various
factors such as the platform, user behaviour,
expectations, industry, purpose, buyers journey,
product, and video style. As a general guideline,
though, when it comes to cold outreach, aim to
keep your videos under one minute. Below, youll
find specific recommendations tailored to each
channel and format.
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• Website Videos
• The ideal duration for a homepage video closely
  mirrors that of a television commercial, falling
  within 30 to 60 seconds. While its possible to
  exceed this timeframe, its essential only if the
  video content is substantial and engaging.
  Furthermore, website videos dont always have to
  provide exhaustive answers. Homepage explainer
  videos that offer a tantalising glimpse of your
  products value while leaving some questions
  unanswered can be more effective in encouraging
  viewers to schedule a sales call.

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• Landing Pages
• Keep your landing page videos concise, falling
  within the 30 to 60-second range. Research
  indicates that a significant portion of landing
  page visitors bounce within mere seconds20
  depart after just 10 seconds, and a third leave
  within half a minute. Incorporating videos can be
  a powerful tool for retaining their attention and
  significantly boosting conversion rates the mere
  presence of videos alone can result in an
  impressive 80 increase in conversions.

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• Email Videos
• Determining the perfect duration for video
  marketing or sales video emails can be a bit
  fluid. However, as a general guideline, we advise
  keeping them to 45 seconds or less (unless
  analytics predict that your content is
  exceptionally engaging). A helpful strategy to
  test is incorporating the word video in your
  email subject line to gauge whether it positively
  impacts your open rates.

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On Different Types of Videos For your
top-of-funnel videos, prioritise brevity and
conciseness, thinking in terms of seconds rather
than minutes. Casual observers and prospects just
starting their journey tend to have limited time
to spare. As you progress further down the
funnel, you can gradually extend your video
lengths into the realm of minutes. Ultimately,
the ideal video length is contingent on what your
viewers are willing to engage with and absorb.
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• Explainers and How-To Videos
• When creating explainer videos, a duration of 60
  to 90 seconds is typically recommended. These
  videos often serve as top-of-funnel assets, but
  unlike ads, they assume some level of intent on
  the viewers part to learn about the product. If
  it takes a bit over a minute to effectively
  convey that information, its generally
  acceptable.
• For mid-funnel educational or how-to videos, a
  length of 2 to 10 minutes is suitable. At this
  stage, youve captured your audiences interest
  and engagement, and the primary objective is to
  educate rather than solely entertain.
  Alternatively, your viewers may already be
  customers, and the goal could be to guide them
  through the workings of your product or service,
  in which case, they are likely to be more
  forgiving regarding video length. Nevertheless,
  condensing your message, articulating points
  concisely, and allowing viewers to get on with
  their day can enhance the appreciation and
  potential sharing of your videos.

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• Demos
• Demo videos hold the top spot as the most widely
  employed video type in both video marketing and
  sales. When crafting your demo videos, aim for a
  duration of two to five minutes each. Instead of
  creating a single extensive demo, consider
  breaking it down into smaller, more focused
  demos, each highlighting a specific aspect or
  feature of your product. This approach offers a
  lower barrier to entry for your viewers, and for
  those who desire a comprehensive view, you can
  always assemble them into a playlist for
  convenient access.

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• Case Study Videos
• The duration of case study videos can span a
  broad range. However, its essential to consider
  that the audience for these videos is typically
  mid to late-stage prospects who are more inclined
  to invest five to 10 minutes in watching.
  However, its also a good practice to break down
  longer case study videos into shorter, more
  digestible segments or create bite-sized
  testimonials lasting 60 to 90 seconds. These
  concise versions can be valuable assets on your
  website, in emails, and across your social media
  channels.

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• Webinar Videos
• Live webinars often run for up to 60 minutes, but
  targeting 25 minutes or less is advisable for the
  best viewer retention and engagement.
• You can retain the full length when transitioning
  from a live webinar to on-demand content.
  However, a more viewer-friendly approach is to
  edit it down to include only the highlights.
  Suppose you can condense your on-demand webinar
  content to under 20 minutes. In that case, it has
  the potential to yield nearly 60 more viewer
  retention, making it a valuable strategy for
  maximising audience engagement.

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• What About Sales Videos
• When it comes to sales outreach videos,
  especially when reaching out to cold prospects,
  its wise to keep them short and sweet, falling
  within the 30 to 60-second range. Going beyond
  this duration might risk overwhelming or
  disengaging your audience.
• A similar video length is suitable for mid and
  late-stage sales outreach, even when reconnecting
  with prospects who may have lost interest or
  paused their evaluation. However, extending the
  video length is flexible if youre addressing
  specific questions from a prospect or delivering
  a comprehensive video proposal.

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• Promo and Brand Videos
• If youre pondering the ideal length for a promo
  video, you can apply a similar approach to
  traditional digital and TV advertisements,
  spanning 15 to 60 seconds. This timeframe
  represents a well-established and effective
  format embraced by major advertisers, and its
  equally suitable for most B2B companies.
• As for company culture videos, a duration of two
  to four minutes is generally recommended. For
  those aiming to attract potential candidates with
  a recruiting-style culture video, consider going
  a bit shorter, around one to two minutes. This
  approach ensures that your content remains
  engaging and aligns with the specific objectives
  of the video.

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• Interview Video
• Interview videos constitute a unique category
  that can afford to be more extensive. For
  instance, when your CEO has a special guest for a
  fireside chat, its acceptable for it to run
  longer than the average videoperhaps in the
  range of 6 to 10 minutes. This extended duration
  allows for a meaningful back-and-forth dialogue
  and ample space for the conversation to delve
  into various stories and perspectives.

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• FAQ Videos
• Determining the ideal length for FAQ videos
  involves striking a balance between addressing
  your key questions comprehensively and ensuring
  that your viewers remain engaged. As a practical
  guideline, consider addressing four to six
  questions within your FAQ video and strive to
  keep the total duration under the 10-minute mark.
  Engagement and retention can be enhanced by
  incorporating chapters for each question or
  segmenting each question into shorter, more
  focused videos.

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• Thought Leadership Video
• The ideal length for thought leadership videos
  varies significantly based on factors like their
  intended use, format, and content. If you have a
  meticulously prepared and insightful message, a
  duration of 10 to 15 minutes is suitable, akin to
  the length of a TED Talk.
• Conversely, if youre sharing a brief and
  informal update captured on your smartphone at a
  conference destined for platforms like Twitter or
  LinkedIn, a concise timeframe ranging from 45
  seconds to two minutes is likely sufficient to
  convey your message effectively.
• Know More About  Different Types of Corporate
  Videos and Their Uses

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Corporate Video Best Practices The most
effective strategy for determining video length
is conducting tests and discovering what
resonates with your audience. When your video is
intended for viewers unfamiliar with your content
and havent expressly requested it, its
advisable to keep it under two minutes.
Conversely, if your audience has expressed
interest or made a request, you can consider a
longer duration. In general, shorter videos tend
to perform better. Research shows that 66 of
viewers will watch business-related videos to the
end if they are less than 60 seconds in length,
whereas only 22 will finish a video that exceeds
20 minutes. To optimise viewer engagement,
leverage video analytics to identify drop-off
points and adjust your content accordingly.
Additionally, consider implementing chapters in
your long-form videos, as this can enhance
retention rates and make your content more
accessible and user-friendly.
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Conclusion In conclusion, the optimal video
length is context-dependent, influenced by
factors like platform, audience, and content.
Testing and audience feedback are invaluable
tools for finding the right duration. Regardless
of the length, instant engagement is paramount in
todays content-hungry digital world. For those
in pursuit of an exceptional engagement strategy,
Studio52 stands ready as your distinguished
partner. Our portfolio presents a plethora of
meticulously crafted corporate videos acclaimed
by our esteemed clients.
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