What should be the length of my videos?

Wondering what the optimum length of your video should be?

Want to know the right video duration to engage your customers on social media?

Here is a cheat sheet of video length for every stage of the Funnel.

At Rocketium we are often asked by businesses, “What should be the length of our videos?”

Wistia sums up lots of statistics and says that videos up to 2 minutes long get tons of engagement:

engagement vs video length

But this is a very broad view of the statistics.  The length of an effective video should be directly related to the stage it is used for in the Marketing Funnel. The production quality, the time and money invested to make your video should vary with the stage of the funnel as well.

If you want to explore what kind of videos you should be using for different stages of your funnel, check this list out!

video length for funnel stages
Your funnel should look more or less similar. Image Courtesy: TrackMaven

Video length based on the stages of the Funnel:

1. Top of the Funnel

Objective: Generate Interest

If you have not fully engaged your audience after the first 30 seconds, you’ve likely lost 33% of viewers; and after one minute, 45% of viewers have stopped watching.

A first time visitor should be given a short, top level ‘make them want to find out more’ piece of content. You can publish these videos on social media, send them via email or even display them via TV networks and Display Units at events or meet-ups.

  • Advertisements (15-45 seconds)

A viewer will never click on your video ad for the first time if he is not aware of your brand. Seeing the length of your video in this range makes him hit the “Play” button confidently.

  • Brand Videos (30-59 seconds)

Get your viewer acquainted with your vision, values and the core of your brand.

Click here to learn to make a video ad!

2. Middle of the Funnel

Objective: Engage Customers, Give them value

Here is where you want your viewers to come back to you asking for more information about your services and products. You want to feed them valuable information in return for their interest in your brand.

This is where your audience will watch your videos patiently and you can afford to make lengthier videos. You can send these via emails.

  • Product Explainer videos (45-90 seconds)

Make videos long enough to peak your audience’s interest in what your product does and to help them get a sense of feeling of how it works. Instead of showing all the features, just highlight the cool ones and make it look simple.

  • Testimonials (60-119 seconds)

Testimonial videos help you build trust & credibility. Try get 2-3 different customers talking shortly (~30s) about you – it’s always better than one that talks for two minutes.

Learn how to make informational videos

3. Bottom of the Funnel

Objective: Convert, Retain

This is where you go for the kill! Your users need that tiny push to tip them in your favor.

After they become your customers, it is also your responsibility to give them the White Glove treatment they deserve. Since they are already acquired, they would not mind lengthy videos. Use videos in your emails for this.

  • FAQ Videos (120-179 seconds)

Using videos to answer FAQs is a unique way of interacting with your customers. Since they are looking for a solution of their problem, you have the liberty to give detailed explanations.

  • Feature Update videos (90-119 seconds)

Informing your customers of new feature updates and addition/deletion of existing features can be done easily by videos.

These numbers work well for majority of products/services. But you need not restrict yourself to them. Maybe your brand requires lengthier videos, maybe it doesn’t. The best way to find out would be to experiment with a large number and gather a huge data set to decide the optimum length of video for your brand.

Missed something I should’ve added? Want to share your own experience with video? Comment below!

Why should I Post Videos on Social Media?

Building a business? Managing an established one? Running a non-profit? Simply curious? This is a guide to help you build a perfect video strategy!

Social Media is a wonderland. You are sure to find a majority of your target audience (and new potential target segments) hanging out here. After all Facebook has 2 billion users (it took less than 5 years for this number to double!). Word spreads really fast and far on social media. Your followers tell their friends which gets you more followers, increasing your reach to the right people.

Assuming you will not want to ignore a market of that size, the next question you should ask yourself: What kind of media should I use on social media? Numerous reports and surveys, like this visual interpretation of video statistics by Adelie Studios, will tell you that video is the way to go!

The 3 reasons to post on social media and their strategies:

1. Brand Building

If you’re not using videos on social media to build your brand, you are missing out. A lot.

Videos make your brand more human and more alive. Invest in videos to acquaint your audience with your values, visions and ultimately the core of your brand.

Here is a checklist for an ideal brand building strategy:

• Pick the right social media platform

There are too many platforms to keep a track of, and more spring up all the time. Not all of them are right for all brands. See what kinds of people hangout in the major social networks and dedicate your brand building efforts to the ones that are popular with your customers.

Gary Vaynerchuck advises: “No matter what you’re selling, no matter what your company does, if you don’t have a video marketing strategy for the biggest video platforms, you are going to lose.” (his article helps you select the best platform to build your brand)

• Engage

One of the most well-established rules of social branding is that you must be consistently active. Your brand’s social media feed must include a hefty chunk of videos about interests that your customers have but that are not merely promoting your brand.

To achieve this you have to list out topics that you should be covering, number of videos you will be creating for each topic and build a detailed timeline to plan out the entire strategy.

To make sure your audiences view your video, you need to know the right time to present it to them.

Follow this cheat-sheet and familiarize yourself with the best times to post on social media

• Maintain Consistency

Avoid random posts that don’t connect to your overriding goal of building your brand. If you use colors, select the ones you will use in advance to make sure they harmonize with your brand logo and theme. Always use your logo and brand name the same way as you do with your branding message.

2. Advertising

Publishers experimenting with new ad formats to earn more revenue must consider video ads.

If you run an entertainment site or you notice that your revenue is shrinking for some reason, it’s time to give video ads a try.

Here is a checklist for an ideal advertising strategy:

• Pick the right ad network

A few factors that can help you influence your decision are Model (CPM, CPC, CPV etc), Video Availability, Payout, Payment Method, Reporting Method (Real-time, filtering, etc) and Minimum Traffic.

Use this list of the few top video ad networks to choose the network that suits your needs.

• Create the perfect video

Keep video ads to no more than 15 seconds, if possible. Make a 15-second video and a 30-second video. A/B test them against each other to see which performs the best. Examine the viewing stats for each targeted audience, and use that information to settle on the most effective length.

Using larger fonts and graphics is critical. This is especially true on mobile devices where tiny graphics and text are almost illegible. Mobile videos should also be shorter than those running on desktop platforms.

Learn how to make video-ads for mobile devices.

• Involve sales

Your sales team should share your marketing videos to close more deals faster. Videos are guaranteed to be more engaging than a static follow-up email. Video can shorten the sales cycle as it works well in post sales meetings and follow ups.

Video is great for capturing user-generated content, referrals and testimonials that build on the social proof that buyers consider during the decision making process.

3. Engagement

With increasing demand for high quality content target to a specific audience, it is advisable to use visual media for conveying a message.

You need to keep in mind that the viewer’s journey with you should be a joy-ride through which they learn something valuable.

Here is a checklist for an ideal engagement strategy:

• Determine a goal

What should your audience takeaway from your videos? What’s the value add of your content in particular? What does it help your audience do?

Create content that justifies the answers to these questions. Don’t create videos just because everyone is doing it, else you will end up confused and will soon run out of topics.

Write out your statement like this: “At (Company), we make (adjective) video content for (specify target audience), so that they (exactly what you want them to do).”

•  Select the topics

First sort out the functions of the business that will be using video and whether the assets will be used internally, externally, or both. Find which stage of the funnel will your videos help.

This will help you select the right kind of video for the stages of your Marketing Funnel.

A good way to approach video at the outset is to discover the questions your target audience is asking, and answer these with detailed how-to content.

• Pick the right platform

A strategy similar to the one discussed above helps.

Let us know if these strategies works for you. Have you tried something new that has worked? Share it with us!

Video Promotion – How To Maximise The Reach Of Your Videos

Distribution is the new king! What practices you must follow to ensure that your video reaches the right audience on the Internet.

So you invested a good amount of time and resources, and created an incredible video. But does the internet know your video exists? Is your existing video promotion strategy getting your video the engagement it deserves? What video strategy should you be implementing to improve your metrics?

Understand your audience

Stefan Krafft, Co-founder of Haaartland quoted:

“No matter how good you are at producing videos or how good you are at distributing it, it has to resonate with your audience.”

video promotion

Once you build the perfect persona of your target video consumer, start thinking like one. Which sites or networks am I likely to visit? Do I prefer to watch the video on my phone or desktop? Would I want to watch similar videos frequently?

Rachel Parker, President and Owner of Resonance Content Marketing, suggests:

“Know who they are, what they need, what keeps them up at night, what makes them laugh, what inspires them, what makes their lives easier and where they hangout in the digital world.”

Some questions to help you get started:

  1. Why do you want people to watch your video? Define your goal. Are you looking to build brand awareness, drive leads, or increase user engagement? Do you want people to visit your website or lead them to sign up for your newsletters?
  2. Who is your audience? Define who you’re trying to reach. Are you looking to speak to prospective or existing consumers? Are you hoping to introduce your brand to millennials and nurture them to becoming brand champions? Or do you want to reach senior-level executives who have the purchasing power at their organizations?
  3. How does your audience consume video? Go where your audience hangs out. Identify how, when, and where they engage with videos, and incorporate those insights into your strategy. Which sites or networks are they likely to visit? Do they prefer to watch the video on a phone or on a desktop?

After you have the answers to these questions, use this information to create a list of sites and mediums your audience frequents and then go ahead with video promotion.  This will also give you an idea about what video type you should focus on for your next video(s).

Identify how each platform works

Once you have the list ready, the next step is to start the video promotion on these platforms. Each platform has its strengths and specific strategies for success. Choose the ones that work best for your brand, audience, goals, and type of videos you’re promoting, and develop a strategic plan for posting and engaging.

Bonus Read: If you want to know what types of videos exist out there and which ones you should be using for your strategy, have a look at “12 TYPES OF VIDEOS FOR YOUR MARKETING FUNNEL

1. YouTube

1.3 billion people use YouTube to watch 3.25 billion hours of video every month, making it the biggest platform for hosting videos and video promotion. YouTube has the highest probability of finding your target audience.

youtube video promotion

The 3 elements you should consider to increase your reach on YouTube:

    1. Title: Your audience should have a good understanding of what your video is about by reading the title. Aim for between 40-66 characters for maximum effectiveness.
    2. Description: Use this to ensure your video’s SEO ranks properly.  Aim for between 200-800 words. YouTube lists some possible actions you can take to nail that perfect description for your video.
    3. Tags: Tags are used to categorize your video with all other similar videos. Tags allow viewers to discover your video when searching and browsing on your topic of discussion.

The checklist above also applies to any other video hosting site you wish to upload your video on. A few examples are Vimeo(you need to pay $199/year for a Vimeo Pro account), Wistia(Wistia videos are also watchable from within a tweet), Sprout Video (integrate your video content into your marketing strategy by adding a call to action) and Vidyard(real-time analytics).

Best time for video promotion on YouTube (Source: TubeFilter, All times are in EST)

12 PM – 3 PM on Thursdays and Fridays

2 PM – 4 PM on Mondays, Tuesdays and Wednesdays

9 PM – 11 PM on Weekends

Viewership tends to be at peak on the site during weekday evenings. Thus, the best time to post is weekday afternoons because it gives YouTube ample time to index videos and deliver them to subscriber feeds. (Source: Entrepreneur)

Devices on which videos are viewed the most: Mobile, Desktop and Tablet

Want to make videos for YouTube? Here is how you can do it!

 2. Facebook

Facebook has more than 1.94 billion monthly active users, as of March 2017. Also, the average time spent per Facebook visit is 20 minutes. This means that you have a short time period to make your impression. Make it count!

facebook video promotion

A Facebook study of over 300 video ad campaigns found that 73% of them had a significant lift in ad recall, and the average lift between test and control groups was 86%.

Since videos on Facebook autoplay without sound, it’s important to make sure your video ads appeal to viewers even when muted. This is where you use on-screen text to help tell your story. When enabled, your video’s sound should offer additional value to viewers and further bring your story to life.

Want to make videos for Facebook that will entice your viewers even without sound? This will help you kickstart your Facebook Video strategy!

Best time for video promotion on Facebook (Source:Hubspot, All times are in EST)

12 – 1 PM on Saturdays and Sundays

3 – 4 PM on Wednesdays

1 – 4 PM on Thursdays and Fridays

Engagement rates for videos are 18% higher on Thursdays and Fridays. On Fridays, Facebook use spikes by 10%.

Devices on which videos are viewed the most: Mobile and Desktop.

3. Twitter

For marketers, Twitter seems more professional than other social media forums, which is particularly important if you’re a B2B marketer. In fact, 65.8% of US companies with 100+ employees use Twitter for marketing.

twitter video promotion

Twitter users exposed to a branded video have 28% higher purchase intent than the online norm. Also videos featuring people in their opening scenes drive up to 2X more customer opt-ins.

Promoted videos (including 60-second TV and movie advertisements) tend to increase intent to share by up to 15% and lifts unaided engagement (or opt in to view) by 13%!

Best time for video promotion on Twitter (Source: Hubspot, All times are in EST)

12 – 3 PM on all Weekdays

5 – 6 PM on Wednesdays

1 – 4 PM on Thursdays and Fridays

People often treat Twitter like an RSS feed, and something to read during down times like commutes, breaks, and so on.

PRO TIP: Make use of @replies and #hashtags to bring tweets to the attention of influencers and communities for increased engagement.

For B2C organizations, the best days to post are Wednesdays and the weekends, when clickthrough rate is highest.  B2C content performs 17% better on weekends. For B2B organizations, the best days to post are Mondays through Fridays, and clickthrough rate is highest on Wednesdays. B2B content performs 16% better during business hours.

Devices on which videos are viewed the most: Mobile

Have you decided that Twitter is the right platform for you? Well, then learn how to create videos for Twitter!

4. LinkedIn

With over 259,000,000 users and 2,100,000 groups, LinkedIn is a social channel that you can’t ignore.

Sure, you won’t generate as much traffic from LinkedIn as you will from other social sites, but it’s audience tends to be businesses, which means each LinkedIn visitor is going to be worth more money.

linkedin video promotion

You have to treat LinkedIn less as a promotional platform and more as a place to establish yourself as an expert in your field. The videos you share should be more business-focused. Include how-to videos, company news & updates, industry talks and presentations, and content that would be helpful to other LinkedIn users in their professional careers.

Best time for video promotion on LinkedIn (Source: Hubspot, All times are in EST)

10 – 11 AM on Tuesdays

7.30 – 8.30 AM on weekdays except Monday

5 – 6 PM on Wednesday and Thursday

LinkedIn primarily consists of a B2B audience, explaining why the highest engagement rates are during Business hours. LinkedIn has found that 20 posts per month can help you reach 60 percent of your unique audience (Source: LinkedIn)

What do I share? (Source: Buffer)

Industry insight videos

Company news videos

New product & Service videos

Devices on which videos are viewed the most: Desktop

Click here to find out how you can make videos for your LinkedIn audience! 

Many video creators utilize multiple platforms for their work—kind of like posting an item to both your Facebook page and your Twitter account—hoping to maximize the reach of their videos. Since many video viewers are extremely loyal to their platform of choice, this cross-distribution strategy is often the best way to ensure your video finds an audience.

Let us know which platform has worked the best for you and what activities you follow to increase your video reach!

Rocketium is  a web app that lets you create videos quickly and at length. Head over to the Rocketium editor now to make your first video.