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Data Blog #3: Four Types of Video Lengths

24 Novem­ber 17

The first and most im­port­ant rule is al­ways: Keep it short – in­de­pend­ent of any video length! 56% of all videos pub­lished in the last year have been less than 2 minutes long. Ad­dress­ing dif­fer­ent video lengths, noth­ing is wrong but there are dif­fer­ent ideal video lengths for dif­fer­ent so­cial plat­forms. Try to dis­tin­guish the video lengths to have an ideal video mar­ket­ing strategy:

  • Mi­cro-con­tent (up to 15 seconds): Used as short, in­form­at­ive teas­ers, pre­views, in so­cial me­dia like Face­book or In­s­tagram.
  • So­cial-Me­dia con­tent (up to 90 seconds): Used as en­ter­tain­ing or in­form­at­ive videos in all so­cial me­dia plat­forms. To be on the safe side, we re­com­mend pro­du­cing videos not longer than 60 seconds. Reas­on: In­s­tagram has a video lim­it of 60 seconds so you don’t have to re-edit your clips again if you want to cross-post that video on dif­fer­ent so­cial me­dia chan­nels.
  • Full-length videos (up to 2.5 minutes): Used on a web­site. You can ex­pect to have a min­im­al in­terest in your topic/product hence your vis­it­or is act­ively look­ing for in­form­a­tion.
  • Longer than 2.5 minutes: For con­tent of proven in­terest, like mini-doc­u­ment­ar­ies, in­ter­views, present­a­tions for a tar­geted or es­tab­lished audi­ence.

Check out that in­fograph­ic from Mar­ket­ing Land to see the dif­fer­ences on the most com­mon known so­cial me­dia plat­forms ac­cord­ing view count, auto­mat­ic­ally muted sound or more.

Dat­aB­log is a five-part blog series where we’d like to show the latest mar­ket­ing stats in video­mak­ing. In­clude these steps in your video mar­ket­ing strategies and you will be ready for the video mar­ket­ing 2018.  Check out the oth­er four data blogs.

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