In the past we’ve looked at optimal length for tweets, Facebook updates and blog headings, but what about online videos?

As one of the fastest growing areas of digital marketing videos are big business – but what is the perfect length for your online video? Read on to find out.

Keep It Short, Seriously

Length depends on the type of video you’re producing, but the general rule of thumb is the shorter the better.

According to stats from Wisteria videos that are short (90 seconds are under) are best at getting viewers to watch the entire clip. However, context matters.

Tutorials

If you’re producing a tutorial video, for example showing viewers how to use an app or desktop program, the optimal length is 45 – 90 seconds.

If your tutorial cannot be squeezed into 90 seconds or less consider breaking up your video into separate bite-sized parts. Also resist the urge to show all the options available to users, just the most visually arresting ones.

Testimonials

A testimonial is a video that introduces your brand to customers, typically including vision of the company employees talking about the business, intercut with vision of operations.

Testimonials are a handy way to give clients a snapshot into your business and culture.

The good news is audiences are a bit more forgiving in their attention span for this type of video.

Wisteria stats reveal that the perfect length for testimonial videos is 60 – 120 seconds in length, as viewers are typically more engaged and want to learn more about the company.

Creative commercials

A direct descendant of the TV commercial, not much has changed when it comes to digital. If you’re running a video that is a direct advertisement you still need to keep it short and snappy.

That means anywhere form 15 – 59 seconds is the ideal length here, although shorter is better.

Take aways

Whatever your video style and message, it’s important to be aware of length when it comes to increasingly diminishing attention spans.

You might also consider producing several edits of your video, for example a 15 second teaser of your testimonial or tutorial, designed to get viewers to click through to your full length video.

As with many things on social: experiment, tweak, repeat!

To find out more visit wistia.com/blog.

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