8 Video Styles to Boost Your Brand Marketing
Video marketing has become a powerful tool to engage audiences, tell stories, and showcase brands. The right video st...
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When planning a corporate video, one of the most important considerations is its length. Businesses and personal brands often have to balance delivering a strong message while keeping the audience engaged. Attention spans are short, and you need to capture interest quickly and communicate your message without making the video drag on.
This guide will walk you through how to determine the ideal video length for your corporate needs. We’ll also explore different types of corporate videos, audience expectations, and tips for ensuring your video keeps viewers engaged from beginning to end.
Studies show that people lose interest quickly, especially when bombarded with online content. On average, the first 8–10 seconds of your video are critical. If viewers aren’t hooked in that time, they’re likely to move on.
But even if you manage to capture attention early, keeping it is another challenge. That’s why video length plays such a significant role in how well your message resonates with your audience.
You want to hit the sweet spot where your video is long enough to deliver your message but short enough to avoid boredom.
Here are some considerations based on the type of corporate video you’re creating.
Corporate videos serve a variety of purposes, and each has its own ideal length depending on the target audience, platform, and content. Understanding the nuances of each type of video will help you craft one that hits the right length for its purpose.
A brand overview video introduces your company, your mission, and what you stand for. These videos are typically used on the homepage of your website or during presentations to give a quick insight into your business.
Given that you’re trying to make a strong first impression, your brand overview video should be short and engaging. Around 60 to 90 seconds works well for most businesses. It allows you to introduce your company without overwhelming the viewer.
This brief introduction helps build a connection with potential customers. This gives them enough information to become interested without taking up too much of their time.
If your video is focused on explaining a product or service, you’ll need a bit more time. Product demos often involve showing the functionality or benefits of what you’re offering. So your audience will expect more detail.
Aim for 2 to 3 minutes for product demo videos. This gives you enough time to highlight the key features and demonstrate how they work, without dragging out unnecessary details.
If you’re a business offering services or products, you can use a demo video to show exactly how your process works and what customers can expect. Make sure each minute adds value by showing the results customers will care about.
Customer testimonial videos are a powerful way to build trust. These videos involve previous clients sharing their experiences with your company. This gives new customers a reason to choose you.
Testimonial videos work best when kept under 2 minutes. This length gives the customer enough time to talk about their experience, but it’s short enough to stay compelling. You can highlight two or three major points your customers mention, keeping the video focused and to the point.
If you’re showcasing clients who’ve benefited from your service, make sure their stories are relatable and concise. Focus on real experiences that demonstrate how your business helped them reach their goals.
Showcasing your company culture can make your business more approachable and relatable. These videos are often used for recruiting purposes or to give potential customers a behind-the-scenes look at your brand.
A company culture video should be light and engaging, but not too long. Around 1 to 2 minutes works well for this type of content. You want to give viewers a feel for your company without diving into too much detail.
For brands, this kind of video could work well when you’re trying to present yourself as a community-focused business. Show your team in action, and talk about your company’s commitment to quality service in a friendly, approachable manner.
Training videos typically require more time because they’re meant to educate the viewer. These videos could cover how to use a product, how to follow safety procedures, or how to complete a task.
Depending on the complexity of the subject, a training video can range from 5 to 10 minutes. However, if it’s possible to break the content into smaller, digestible chunks, you should do so. Shorter training videos are easier to follow and retain, especially for customers who are watching on their own time.
For example, if you’re providing a tutorial on how to use a specific tool or process, you might want to break the content into a series of videos. This keeps viewers engaged and allows them to jump to the specific section they need.
Once you’ve decided on the type of video you need, it’s also important to think about where your video will be viewed.
Different platforms have different viewer expectations and length tolerances. Let’s look at a few examples.
When your video is placed on your website, you generally have more flexibility with length.
Visitors are on your site because they’re already interested in learning more about your company or service. For this reason, videos on websites can be a little longer, especially if they’re on a product page or in a blog post.
However, it’s still important to remember that the average person’s attention span is short. Keeping the video under 2 minutes is usually ideal for homepage videos.
For more detailed content, like product demos or tutorials, you can stretch to 3-5 minutes, as long as each minute delivers value.
Social media platforms are built around quick, digestible content. Shorter videos generally perform better on platforms like Instagram, Facebook, and Twitter.
Instagram and Facebook: Videos on these platforms should be around 30 to 60 seconds. Keep the content snappy and to the point. You want to grab attention immediately and deliver your message before viewers scroll past.
YouTube: YouTube is more forgiving when it comes to longer videos. It’s ideal for making it a great platform for tutorials, product demos, or testimonials. Aim for 2 to 3 minutes for most videos, but you can go longer if the content remains engaging.
Social media users aren’t looking for deep dives—they want quick information. If you have more detailed content, it’s a good idea to create a teaser or shorter version for social media. Then link it back to your website or YouTube for the full version.
Including video in email marketing can boost engagement, but the length is crucial. People don’t want to spend too much time watching a video straight from an email, so keep it short and sweet—under 60 seconds is a good target.
Make sure your video gets the message across quickly. Tease more in-depth content by including a link to a longer video hosted on your website or YouTube.
Whatever the length of your corporate video, the real challenge is keeping viewers engaged.
Here are some tips to help:
Hook Them Early: Your first few seconds matter. Start with something that grabs attention, whether it’s a powerful visual, a question, or an interesting fact.
Keep the Pacing Right: A fast-moving video might feel overwhelming, while a slow video loses interest. Find a balance that keeps things moving but gives viewers time to absorb what you’re saying.
Get to the Point: Avoid long-winded introductions or unnecessary details. Stick to the key points and deliver your message efficiently.
Use Visuals and Graphics: People respond to visuals, so use relevant graphics, animations, or images to keep the video dynamic. This can also help explain more complex ideas without dragging the video out.
Add Subtitles: Not all viewers will have sound on, especially on social media. Including subtitles ensures your message gets across, no matter how your video is viewed.
A video that’s too long risks losing your audience. If you drag out the message, you risk creating boredom or frustration, which leads to drop-offs before the video’s even halfway through.
On platforms like social media or email, this can mean wasted time and money on content that never gets watched.
Find the balance between delivering enough information and keeping it short enough to maintain interest .
Keep asking yourself: “Does this section add value, or can it be cut?”
At Leduc Entertainment, we specialize in video production tailored to your brand’s specific needs. Whether you’re creating a product demo, customer testimonial, or a company culture video, we know how to create the perfect video that keeps viewers engaged without overstaying its welcome.
Reach out to us today to discuss your next video project and let us help you make a lasting impact with the perfect length.
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