How long is too long for a video?
Do you watch a product video completely through? If not, what time do you find yourself exiting from the video?
edit: I think what it comes down to is that you should be able to pitch your product or message in the time it takes to keep interest of the audience. I think the catch is: a story? I think an animated story captures attention well.
If a video is really good, the audiences are hooked to it, then it can even be up to 3 minutes long. Otherwise, I agree with the others, one minute is ideal.
Any pitch, not just a video pitch, has to tell a story.
But videos in general are the most powerful. One study by Cisco suggested that more than 96% of tech buyers and IT executives make purchase decisions by watching marketing videos.
Regarding the length question: Many TV marketers stick to the 30-second rule. But a new study showed that ads 30 to 90 seconds long have the highest conversion rate, and then longer than that, conversion rates drop.
Unless if it's a training video or an infomercial, then that's a whole different game.
You also have to be sure that the video plays in less than 2 seconds, otherwise the audience will not watch the video.
For story telling, I highly recommend these books:
a) Made to Stick
b) Tell to Win, by Peter Guber
c) How to Tell Great Business Stories by Nick Morgan
Tips from Cisco:
One minute as intro. Three minutes if the audience is looking for more information.
One minute. I am a BNI chapter member and we get 60 seconds every week to do our "infomercial" for that week. Video's are the same. keep it short and sweet. You should be able to sell your product or service in under a minute.
I usually watch a video for about a minute.
The secret sauce is - the message should be crafted with your target audience in mind. It also needs to be relevant and interesting.
Good luck with your upcoming videos!
Two minutes tops, that's about the same as a movie trailer. I tell folks that if they can tell the story of Star Wars or Lord of the Rings in two minutes, you can explain your product in less time.
A good product video should last no longer than one minute. If it is a very entertaining video you canget away with a longer one.
Spry Digital is working on one for a client and we are trying to keep it under 3 minutes. The goal was 2 1/2 and we felt that was still a little long.
Video Locators is about finding missing people not actual videos.
If I'm "just curious" about a product I will not watch long at all. If I am about to make a purchase decision I'll watch till the end and then look for another video to get another opinion.
Even if your information is action packed with detail people have high interest in, end at 2 minutes. Keep the audience wanting more and coming back for more. I've done music videos sharing a concept for 2 minutes and the folks stick to the end.
I would agree with Mary-Alice except, if the video were 2 minutes about MosaicHUB, I dare say you'd watch to the end without losing attention. :)
Which simply inplies make the content interesting, valuable, action packed and the audience will stay and want more. Add a bit of musical sound helps too.
Hope this helps.
No longer than 1 minute. Depending on the product, sometimes 30 seconds is sufficient. If it is longer than a minute I usually lose attention.