The videos are all the rage and that is mainly because of it is one of content formats that generate more interest among users. They may be expensive and technically difficult to perform, but at the decisive moment, they shoot the engagement between consumers and are more effective in raising awareness of the brand or persuaded to try a product.
However, are they all the same video? Obviously not, and one factor that plays a key role is duration. In an era in which the Internet user has reduced its attention span and that, any online activity characterized by multitasking it is quite logical that the shorter videos are those that generate greater engagement with viewers.
In addition, this was confirmed by a study of Opera Mediaworks campaigns after analyzing 10 leading brands (Mitsubishi, Ebay) in Europe, the Middle East and Africa. The data shows that the shorter video formats among between 6 to 8 seconds provide on average engagement levels of 36% higher than long formats videos, and offer the best results when it comes to generating traffic.
Moreover, shorter videos got a 25% increase in time spent, compared to ads more than 15 seconds, leading the report to ensure that the short videos are the most effective marketing campaigns obviously aimed at branding (both to raise awareness of the brand and to reinforce a positive image).
However, when the video is focused on a particular product and includes a call to action, are more effective ads that last between 15 and 30 seconds, and it is the ads that provide 30% higher engagement: perhaps because here users require some more information.
For mobile video, the ideal length an area that is experiencing tremendous growth due to the ubiquity of smartphones and new content consumption habits, is between 14 and 15 seconds. Videos get twice that length of engagement than those longer videos, but also double clicks compared to the average of shorter videos.
The influence of social networks also helps that the videos are very short
The truth is that short videos are already a trend among brands, either because they have actually proven to be the most effective in driving engagement or because the rise of social networks has imposed a wave of short-lived content.
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Keep in mind that the video has gained much prominence through social platforms, especially Facebook, and the emergence of apps, as Periscope, for creating live content. Currently almost all social networks are trying to join this fashion, so profitable is the video, but in many cases there are limits duration of around 30 seconds: brands are forced; therefore, to bet on specific messages it is also the most effective.
Now the boom of micro videos is also forcing companies to find new ways to tell their stories to connect with the receiver and make sense of a story of only a few seconds is a challenge for marketers, but the effort, worth it.
The key to determining the ideal length of the video online
What is the ideal length of an online video to facilitate sharing and increase engagement with the public? Is there any rule that established the success or failure of the videos by duration? In addition, according to the Digital Marketing Expert, Alex Petersen – Some of the company Advertisement Media offers some parameters to be followed over the duration of a video considering where it is to be spread:
Social networks: When a minute is excessive
“The distribution of videos on social networks requires a shorter duration than that found on platforms like Youtube or Vimeo,” – says Alex Petersen, Digital Marketing Expert.
In Facebook videos most successful are those that last between 30 and 40 seconds, meaning the diffusion of videos and uploads itself to this network, not shared in it from another platform.
On Instagram, the maximum duration is half to 15 seconds. In addition, Vine is still lower: 6 seconds. 6 seconds is also the time it takes a user to decide on an emotional level whether to continue watching that video. It may seem long, but it really is enough to surprise and shock the viewer.
Paid media: content adaptation
“A traditional ad format is usually overcome, just like on TV, 20 seconds,” – Alex Petersen said. However, if it is “less promotional content such as branded content, video length can be considerably longer.”
A video testimonial, one experiential client and a case study, they usually last three to five minutes. However, at the time of the distribution, the ideal is to adapt the piece to 20-30 seconds, as Alex Petersen says – “Synthesize in 20 seconds is the best, most emotional, that it gets to attract and generate curiosity, it is essential to increase the number of views and the objective of the video. This goal can be taking the user to another channel to see the extended version or lure to perform a particular action as lead you to the website of the brand.”
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Own channels: Maximum permissible
There are different types of videos that are often in a web own brand: explanatory tutorials, how-to product company? Each requires a different duration based on their content, but it is optimal sum as possible.
Even so, “in the proper channels can be broadcast longer videos and get good results,” – says Alex Petersen, either because users have already shown a prior interest, because they have come interested in the teaser or because they want to know that product or service.
The same applies to external channels such as YouTube or Vimeo, the context means the user in these platforms is to watch videos and consequently higher quality, longer lasting.
“Ideally, to ensure success is to have defined distribution strategy even before the video production. In this way, adjustments can be made in one piece with different durations and content based on the distribution channels and the context and each audience” – says Alex Petersen, Digital Marketing Expert.
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