Question: Since videos can be published online of any length (even if broken into a series of segments), what would be the best length for a self-created video?
Answer: It depends on the purpose of the video and who it’s for. The following are guidelines and you will find exceptions for each.
1) “Introductory Videos” are short: 15 seconds to 2 minutes, and no more than 4 minutes. If you want to expose a brief message to as many potential viewers as possible, who do not otherwise know you, the shorter the better. Anytime someone clicks on a video they are making a small commitment or time and a shorter video just makes it easier for someone to make that decision. If they like what they see, then they may be more inclined to watch a longer video from the same creator.
2) “Content Videos” or marketing videos should be less than 10 min. These are videos that have good info and can even be condensed highlights from longer videos. They have the potential for being passed along to others if the content is valuable, interesting and/or entertaining.
3) “Training Videos” can be any length. Training, or educational videos could include how to use a specific software, or how to perform maintenance on an engine, or how to use a specific camera, or anything you can imagine. These could even be complete seminars. However, the longer a video is, the less likely it would gain traction as a property that gets passed along broadly (although anything can happen on the Internet). In other words, if a 3 hour presentation could be edited down to less than 30 min, it would generate more views. However, given a valuable enough seminar, there would still be a smaller amount of viewers who would watch the entire 3 hours.
Avid hiker, bicyclist, motorcyclist, long-time seasoned advertising pro and taste-tester of too much organic dark chocolate. Founder of Skyworks Marketing, Nonprofit Fire and Founder/Producer of local cable TV series Our Ventura TV. One career highlight was working on a small team that built a business from nothing to over $100 Million in 3 years.