BUSINESS VIDEO MASTERCLASS
WHY IT PAYS TO CALCULATE VIDEO RUNTIME IN ADVANCE OF BUYING
Broadly, the longer a video - the more it costs.
So knowing the length of your proposed video in advance becomes critical.
Which means the more accurately you can calculate the length of your video in advance, the better.
So let’s calculate.
We start with voiceover and the pace of the script.
A professional voiceover in a B2B marketing video speaks at somewhere between 125 and 135 words per minute.
Any slower and it’s a training video, or deep explanation video which can sometimes run as slow as 110 words per minute.
Any faster than 135 words per minute and it’s more like a radio advert which has only seconds to alert you to the nearest bargain store.
Or maybe if the content is more motivational and emotional, it can run faster.
I personally think too many videos go a little bit too fast. At salesperson spiel speed.
There’s a feeling among marketers and video editors that keeping it fast holds the attention.
We see this all the time with TV courtroom & lawyer dramas.
They’re so fast paced you can barely keep up with the plot.
And it has the effect of making the actors look smarter or more intelligent than their script really is.
And these editors are probably right, as far as TV programmes are concerned.
Sat on the sofa at home, or in bed with a tablet, people’s attention needs to be held absolutely until the next advertising spot, or other measurable, or where ever the real revenue is made.
And if their test data proves fast viewing speed works, then fast viewing speed works.
But this is for TV, not for B2B.
With a B2B video, people need a little time to absorb what’s being said, and digest it as they go.
This is how Memorability comes about.
If a marketing video is too fast, it isn’t remembered so well.
This applies all the way up the Decision Chain.
You also need to consider that one major function of your B2B marketing video is to win Champions.
After all, it might well be a junior researcher who first watches it, understands it, and then wants to repeat it to their more senior colleagues.
But to repeat it, they need to remember it.
They same applies to a Director or CXO watching the video. Sure, they’re all pretty smart and good at remembering.
But if you rush they’ll become Imperfect Champions.
For example, when a Champion’s discussing your proposal over lunch with a decision-making colleague, they’ll forget some of the key points, or say them wrong.
What you need are Perfect Champions, people who’ll repeat your message clearly and convincingly enough for their senior colleagues to watch your video too.
So don’t over-rush it. Don’t be nervous.
Just tell your message around 125-135 words per minute, give or take.
Don't be put off short simple 60 second actionable videos either.
Video runtimes will vary according to the tasks you set them.
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