What do you often do when a video suddenly pops up on your Facebook feed? You check its length, look at it to determine whether or not it’s worth your time, let the thought process until you decide if you play it or not. And once you do play it, how many videos have you abandoned after a few seconds and scroll down to the next posts?
It’s difficult to grab people’s attention nowadays. This is why video marketers are losing patience. Video lengths were diminished to 2 minutes long, and 56% of all videos published last year were this length. But this is not always the case because in other platforms, users expect different lengths. In YouTube, people want to see longer videos. If you fail to customize your videos for each target platform, you don’t fully cater to your audience and this will make their interest to your brand wither away.
To help you better engage your audience in Twitter, Facebook, Instagram and YouTube, here are simple tips to help you on how long your marketing videos should be.
Instagram: 30 Seconds
It was discovered that videos with 26 seconds in length on Instagram received the most comments. Experts say that the human brain processes 60,000 times faster than texts. Therefore, if you are using Instagram, keep it brief so that your video fits to your target audience. Also, make sure that you're posting on Instagram at the right time so that it gets more engagement.
Twitter: 45 Seconds
Studies conducted that Twitter users found that an average length of 45 seconds makes a video viral. Twitter users are used to updates that are short and concise. Aside from posting tweets, they also like videos but only if they are short.
Facebook: 1 Minute
Facebook users like snappy videos, and that’s why they can be engaged as long as 1 minute. People tend to like and share videos in Facebook before proceeding to the next piece of content.
YouTube: 2 Minutes
If marketers wish to deliver longer videos, YouTube is the best platform that they can use because users on this platform spend an average of 2 minutes watching videos. YouTube is a prime choice for watching videos because here you can search for specific videos, and YouTuber’s specific videos. YouTube is known for having humorous videos, so don't be afraid to be funny on social media! More in-depth videos are suitable for this platform.
State of Inbound
In YouTube, the state of inbound is two and a half minutes, while on Instagram it's thirty seconds. Remember that viewers who watch the video’s first 3 seconds will more likely finish it, so it’s wise to hook them at the first few seconds. If you wish to be more engaging, constantly cut new frames and animate video graphics.
