Need a video for your business or service on your webpage or business page on Facebook or other social media? Remember this one critical rule: Keep it at 30 seconds length; 60 seconds at most!
Need data to understand why? OK. Here you go:
According to research data by Visible Measures, the internet video audience measurement service: “20% of all your viewers will click away from a video in 10 seconds or fewer.”
That means, we must get the message out about what you or your business is about within the first 5 ~ 10 seconds. Think about it; how many times have you seen a video and then clicked away immediately? If people are going to click away, we might not be able to stop them (depends on their reason for clicking away), but we can at least let them know who/what you or your business is about.
The same data from Visible Measures shows that: “… by 30 seconds, you will lose about 1/3 of your viewers! 45% of all viewers will be gone by 1 minute…” Then it drops off a cliff. “You will lose 60% of your viewers by 2 minutes.”
So the most logical and cost-effective answer is to keep all your business videos at 60 seconds and under – with 30 seconds being the prime target. Oh, and by the way, Twitter’s new video platform will not support any videos over 30 seconds... That, right there, should end the discussion of how long an internet video for business should be.
It was Shakespeare who wrote; “Brevity is the Soul of Wit.” That rule fits the stage a few hundred years ago, and it fits today’s internet world too!
The breakdown for users of various devices offers insights for your business on who the users are and their habits:
* It’s the desktop viewers who seem to watch videos for 2 minutes or less.
*Mobile users seem to watch longer (maybe they are burning time while waiting for friends or riding a bus or train?) iPhone users average about 2.4 minutes on videos. Android users average about 3 minutes. iPad users are the ones who watch the longest at 5 minutes.
I do, though, think we have to take this with a grain of salt: mobile users are the ones who are watching dramas and longer videos in the car or on public transportation to kill time in a long ride (you don’t usually see people watching movies or dramas on their PC whilst riding the train or bus.) And, perhaps, iPhone and Android users are waiting for their friends and just trying to kill a few minutes.
Need more evidence that your videos shouldn’t be over 1 minute?
Here’s another thing that is important to keep in mind. The Jun Group (2011) survey shows that videos that are shorter than 15 seconds are shared 37 percent more often than those that last between 30 seconds and 1 minute. If you make your video longer than 1 minute, then the percentage of people sharing your video goes down by half! Only 18% share videos that are longer than 1 minute.
The conclusion? Great and effective video must be exciting, informing and effective from the very start. And they must be short and sweet and to the point; 30 seconds is optimum and 60 seconds is an important line to stop.
But how will you know when your video is or isn’t doing what you need? Video analytics! You can purchase information from YouTube Analytics API, but that costs money. Video analytics are available and offer a detailed look at your users: who is watching and how long they stay watching. It also will tell you exactly when they click away. So, you know exactly which scene turned people off!
But if you don’t want to spend money (and who does?) then you can just use this blog and the information that we provide for you for free! Your cash register can be another good measure!
Finally, there is another good reason that you need a video for your business: It keeps people on your page and that increases business! Once again, Visible Measures tells us:
“A real estate group reported that real estate listings that have a video garnered 403% more inquiries than properties without videos.” The math is simple; the real estate with videos generated more than 4 times more sales leads than the real estate without videos. That’s an awesome number!
Here are two examples of effective videos. These were done by Robot55 for a very cool bar in Shinjuku named Albatross. First the 30 second video: (If link doesn’t work, click here or copy and paste this link: https://www.youtube.com/watch?v=VwdgP2bFL9I)
And now the Albatross 60 second video: (If link doesn’t work, click here or copy and paste this link into your browser: https://www.youtube.com/watch?v=E5B41Jio1MI)
These videos are very effective. Why? You know what kind of business it is; where it is located; you know the mood and atmosphere of the shop … All that in 5 seconds or less!
At Robot55, we specialize in high-quality, engaging and exciting 30 and 60 second videos; and we do it at an unbeatable price! If you need free advice on making your own business video or just want to discuss making one with us then email the humans who work at Robot55, Mike or Ken: firstname.lastname@example.org
Let us work together with you to build your dreams! Success is right around the corner!
More on this subject:
More Data Proving That You Need an Online Video For Your Business (robot55.jp/blog/more-data-proving-that-you-need-a-video-for-your-business/)
For free tips on making your own video:
6 Easy Tips For Making a Viral Video (http://robot55.jp/blog/6-easy-tips-for-making-a-viral-video/)
Video Tips! Make Your Own Video For Your Business For Free! Pt. 1 (www.robot55.jp/blog/video-tips-make-your-own-video-for-your-business-for-free-pt-1/)
Video Tips! Make Your Own Video For Your Business For Free! Part 2 (www.robot55.jp/blog/video-tips-make-your-own-video-for-your-business-for-free-part-2/)
Make Your Own Video For Your Business For Free! Part 3 – You Need a Map: How to Write a Script! (http://robot55.jp/blog/make-your-own-video-for-your-business-for-free-part-3-you-need-a-map-how-to-write-a-script/)
Video Tips! Make Your Own Video For Your Business For Free! Pt. 4(（www.robot55.jp/blog/video-tips-make-your-own-video-for-your-business-for-free-pt-4/)
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