This is a question that gets thrown around a lot. How long should my video content duration be? There are plenty of stats out there: some will say no more than 3 minutes. Some will say no more than 90 seconds. Others will say it can be as long as you want it to be.
To be honest, there is no one-size-fits-all solution to this. We couldn’t say, “your video needs to be 163 seconds to go viral” because it simply wouldn’t be true. What you can do is create a video with the optimum duration for what you are trying to achieve.
Consider the type of content. It’s unlikely you will be able to create a hard-hitting, thorough documentary in a 30-second Instagram video. It’s also unlikely you’ll be able to stretch an entertaining stop-motion branded video to 15 minutes.
Audiences respond to the content they are looking for. If you are making a documentary, don’t be afraid to push it. If you have a story that needs time to tell, and if you tell it well, a 15-minute film will sit nicely on Vimeo. There’s an audience for it. Or why not stretch to an hour, or a 90 minutes? Amazon Video can be a wonderful home for some thorough, thought-provoking content.
At the other end of the spectrum, there is no harm in creating a charming little video for Instagram or Twitter.
So the next time somebody tells you that audiences will stop watching after 30 seconds, start thinking about who those audiences are, which platforms they are using, and if maybe the reason people stop watching is the fault of the content itself – not the duration.
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