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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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