If you are trying to create video marketing to increase awareness of your brand, or even just videos for your personal channel, chances are you have wondered what the best length would be.
While you might think that longer videos have more content that will lead to higher viewership, that is not necessarily true.
In short… videos are more impactful, appeal to shorter attention spans, and lend themselves to higher engagement.
Short videos are proven to bring more viewers to your content than their longer counterparts.
In this article, we will be breaking down each of these factors to see why short videos are effective for video marketers.
So get out a pen and paper and start jotting down ideas, by the end of this article you will have gained some insight into how to make your content shine.
In order to make short videos work, you have to do a little more planning.
While it is easy to fit a story into a longer format, say ten minutes, bringing that same impact into a two-minute time span will not only keep the attention of your viewers but deliver that impact in a more profound way.
If you are trying to showcase multiple features of a product, try making a short video for each feature.
You will find that due to the ease of navigating your content, viewers will opt to watch your short snippets as compared to a competitor who reviews all the features in one video.
Additionally, as a creator, this can help you monitor exactly what kind of content people are most drawn to.
While it can take extra work and planning, delivering stories in a condensed format is a great way to increase the impact your viewers will feel when interacting with your content.
Did you know that …
If that does not sound bad to you, that grows exponentially after the second minute with 60 percent dropping off. In an age where everyone has constant access to the internet in a variety of forms, our average attention span is rapidly dropping.
In fact, in the early 2000s, the average attention span was measured at only 12 seconds. While this may seem impossibly small, the new average attention span has dropped to only 8 seconds.
From these statistics, you can see that creating videos that take less time to view is vital to keeping the attention span of your audience.
Short videos that start off with an attention grabber will be especially effective, especially if your video is being shared on a social media platform.
In order to create the most impactful videos, you have to keep them short and keep in mind the attention span you are trying to capture.
Finally, short videos are effective over long videos because they are more effective at driving engagement.
Videos in general are the most liked, commented upon, and shared form of communication you can produce. With many social media algorithms preferring video to all other forms of content.
There are many creative ways to format short videos. Some popular formats include explainer videos, how-tos, and product demos.
Viewers are more likely to share videos after they have seen the whole thing.
And since we just talked about the short attention spans of our average viewers, it makes sense that a short video is more likely to be shared than a long video.
If you are not entirely convinced by this, maybe this little statistic will help. Over 90 percent of smartphone users share videos.
If you can create short, impactful content, the engagement that it will bring will be worth the extra time spent planning.
As you can see, short videos contain the right qualities to draw people into your content.
While there is a time and a place for a longer video, as a general rule, short videos are going to be the best way to drive engagement.
So sit down and think about how to modify your next project into a shorter time frame, you will be amazed at the results you see.
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