When a video appears on Facebook, what is the first thing you do. My guess is you check the length of the video, think about whether its topic is interesting or not, considering the duration of the video. Once you actually press play, how many times have you abandoned the video after just a few seconds and scrolled down to the next post? I know I have. I don't finish half the Facebook videos I start.
It seems impossible to hold people's attention nowadays. Phones buzz with distracting notifications and promise instant gratification, tempting people to check their screens every five minutes. This has diminished the human attention span so much; some studies claim it's now shorter than a goldfish's.
Video marketers know we lack patience. So, they're starting to tailor content for our dwindling attention spans. In fact, 56% of all videos published in the last year are less than 2 minutes long.
But marketers must innovate further because users expect different video lengths on different platforms. Odds are, they're more willing to watch a 2-minute long video on YouTube than on Facebook. If you don't customize video length for each platform, then you're not fully catering to your audience. Sooner or later, the attention they give to your brand will wither away.
Sooner or later, attention of your community will fall, and social network algorithms will give your position to someone else. Promotional video production is not cheap, so remember these simple guidelines, and your investment will not be counterproductive.
So, let's talk numbers, how long your videos should be:
1. Instagram: 30 seconds
HubSpot has discovered that Instagram videos that last an average of 26 seconds receive the most comments. Our brain processes visuals 60,000 times faster than texts, so we scroll faster on Instagram than on other apps. Therefore, let your videos on Instagram be super short.
2. Facebook: 1 minute
The audience is most engaged in videos that last for one minute. Users like to watch dynamic video clips that can quickly like or share before they jump to new content.
3. YouTube: 2 minutes
Statistically, You Tube audience most often reviews, comments, and like videos that last for two minutes. Users like to spend time on You Tube because they can easily find content they are searching for or views saved content. Creating longer videos with more in depth is perfect for this platform.