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Measuring lengthRecently, we helped the Oklahoma Heart Hospital create a video. It was a testimonial video—a gentleman was interviewed about his experience and he talked about how he had been treated so well there.

I’m sure the video could have been fairly lengthy, but we kept it short and sweet. Why? We knew the purpose of the video. It will be shown at a quarterly meeting for the hospital, and meetings like that are always long enough as is. We wanted our video to communicate well without dragging on too long.

When you’re determining how long a video you’re making should be, there are two main things you should consider.

The video’s purpose

Think about your video’s message and audience. What’s it being used for? Try to say all that you need to say as briefly as possible.

There’s nothing wrong with a 30-second video—in fact, you may have more success with several 30-second videos than one long one, and it gives you several sharable pieces of content to break it up that way.

Short attention spans

Nowadays, people have a really short attention span, especially with things they find online. You don’t want to bore people, because that disconnects them from your brand and your mission.

Often, people are so excited about what they do that they want to share it in a five-to-ten minute video. If you can get the same message and power packed into 50-90 seconds, that’s much more powerful.

Ultimately, you need to consider your audience and their common expectations for videos, the platform you’re sharing the video on (and what’s typical for that platform) and the message you want to communicate. Shorter videos tend to be more effective, so if you have a lot to share, consider dividing it into several shorter videos.

If you’re interested in using video marketing for your business but aren’t sure where to start, let’s talk.