Web Video Runtime – The Issues

What is the ideal length of a web video?

We get this question a lot, and really, it depends on the message.

There aren’t many web videos that are less than 30 seconds long – and there aren’t many web videos that exceed the 2 minute mark. Though there are exceptions.

Whatever your message is, it’s vital that you deliver over the video that’s:

> Relevant to your product and service

> And is accessible to the average viewer

So what runtime should I have?

A video that’s less than 30 seconds long can’t deliver your full message. So – no matter what your product or service is – it should be at least 30 seconds long.

However, a web video that’s longer than 30 seconds has to be engaging – it has to be made well. A recent study by Visible Measures found that:

“33% of viewers click away from a video after the first 30 seconds”.

So the video has to show the viewer what they want to see. From the moment the web video begins, you need to give them something they can’t ignore.

And something unique – something you can offer them that nobody else can.

Do that, and you’ll have them for at least 40 seconds.

And if your message is longer than 40 seconds

Then you need something that’s uniquely engaging.

One of the great things about making a web video of this length is that you can develop a narrative.

This means you can have a story structure.

So, with a web video that’s up to 60 seconds in length, you can:

> Begin with an introduction

> Continue by describing the unique features and benefits of your product or service

> And finish with a remarkable proposition – something that will make the viewer choose you over your competitors.

And at the very end of the video, provide the viewer with a call to action – tell them how they can buy from you or signup to the service you offer.

Tell not sell

A video that’s less than a minute long has to emphasise a sales based message.

But – for a video that’s 60 seconds or more – then you should tell and not sell.

Tell a story, be informative, go into detail.

Let the viewer know the unique intricacies of what you offer.

At the end of the day, a customer is more willing to buy when they can make an informed decision.

But if you fail to do this – then you’ll lose the customer.

Deciding the runtime of your web video

To summarise:

> Your web video shouldn’t be less than 30 seconds in length

> If it’s between 30 – 40 seconds in length, then the unique selling points of your product or service have to be emphasised.

> It it’s going to be upto a minute in length – then a structure and narrative can be developed – though the videos emphasis should still be on selling the product or service.

> If it’s more than a minute in length – then tell not sell. A viewer of a video of this length wants to be informed.

You can click here for more information on web video.

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