There has been a lot written about how long a marketing video should run, but the truth is, your online video should be as long as it takes to get your message across. Now, having said that, it’s important to keep in mind some statistics that show just how consumers react to video times, and then look at what you can do to beat those odds. First, let’s take a look at the latest numbers about consumer behavior.
Wistia recently published the results of a study they did that show how long consumers will watch a video. The results are fascinating: it seems that consumers will watch a 30 second video 85 percent of the way, while they’ll watch a 2 minute video only a measly 50 percent of the way through. That’s great news for those who plan on a short video 30 seconds or less—that means that most people will watch it almost through its entirety. But what if you can’t get your message across in 30 seconds—are you doomed to only having 50 percent of your video seen?
Here are some things you can do to increase the chances that your viewers won’t drop off before your important message is heard.
While it’s true that the odds are in your favor if you present a shorter video, it’s important to remember that there are always exceptions. If you need more time to get your message across, and want to beat the odds, you’ll need to work harder on your presentation and offer consumers something worth their time. Remember, marketing techniques should be at the core of every video, and if they’re done correctly, consumers won’t mind giving you their time.