As you start on a video marketing project or see to develop a series of video training assets, the question that our video production company is often faced with is – how long should the video production run?
Well, the answer is not so clear cut as it depends on the use case for the video at hand, the target audience, and where it’s going to be distributed.
Every video production is unique..
And the reality is there is no one size fits all… remember Vine – a service dedicated to sharing 6-second videos. On the other end of the spectrum, you have Hollywood producing series and features that run anywhere from 30 to 90 + minutes.
So, the answer to your next video production isn’t exactly so straightforward.
Over the past few years, there’s certainly been a trend towards shorter video content – with most video marketing initiatives falling in the :60 seconds to three minutes.
However, if you’re producing a training video and dealing with complex topics it’s entirely possible that it may run 5 to 6 minutes or longer. In these cases, as you walk through the pre-production process it may be beneficial to think about how you can segment the content to break it into smaller bite-sized chunks.
At the same time, the jury is still out if the pendulum isn’t swinging back in the other direction and creating opportunities for organizations to create long-form content that tells broader stories and industry insights.
Long-form content provides more time to dive deeper and tell powerful stories in more depth.
With all of that being said, have a conversation with your video producer and discuss the right strategy for your video production.