It’s a well-known fact that you have a limited window in which you can engage a viewer of your video. This is dependent on several factors, not all of which you can control. However, by keeping in mind how the length of your video affects viewer engagement, you can tailor your video to get your message across in the time frame allotted.
Every Second Counts
With so many other potential videos to watch, viewers are just waiting for a reason to click off of your video onto another. It might sound cliché, but in this case it is true that every second counts. According to Visible Measures, here’s how many viewers you lose in just the first minute of your video:
- 0-10 seconds – 20% of viewers
- 10-30 seconds – 33% of viewers
- 30-60 seconds – 45% of viewers.
Almost half of your viewers are gone within the first minute of your video. By two minutes, almost 60% have clicked off. This isn’t necessarily because there is anything wrong with the video. Some viewers who left most likely weren’t originally being targeted by the content anyway. But with the sheer information overload that exists on the internet today, people just don’t always have the time to devote to a longer video.
So what does this mean for you? The earlier you can put your message any the most important content in your video, the better chance you have of engaging a viewer. Even if they click off after a minute, they still will have absorbed the information you wanted them to. This isn’t to say that long videos don’t have their place, but it’s important to be cognizant of where your main message should go.
We’ve talked a lot about short video marketing with Instagram and Vine, and here is where those platforms seem to enjoy a distinct advantage. Not only are viewers more likely to watch the whole video, but they’re more likely to share it as well. “According to research conducted by Jun Group (2011), videos that are 15 seconds or shorter are shared 37 percent more often than those that last between 30 seconds and 1 minute.” Videos that are 15 seconds or shorter are also shared 18% more than videos longer than one minute.
About TalkingTree Creative
Talking Tree Creative is a video and event production company that creates memorable experiences and lasting impressions on screen, on stage, and online. Headquartered in Washington D.C., TalkingTree Creative serves clients in the private, non-profit and government sectors, is a leader in the event production and video production field, infusing its work with elements of creativity, entertainment, and engagement. For more information about TalkingTree Creative, please visit talkingtreecreative.com. Follow TalkingTree Creative on Facebook, Twitter, Google+, and LinkedIn to stay up to date with our latest projects. Get a dose of visual inspiration by checking us out on YouTube and Pinterest as well.