Why Video can be your #1 Marketing Tool – Video length: Attention Spans (or lack thereof)

Why Video can be your #1 Marketing Tool – Video length: Attention Spans (or lack thereof)

The average attention span is eight seconds, so it’s important to know when enough is enough. Stretching out a production happens more frequently than most people would like to admit. Your script could easily be two pages, but it ends up as a six-minute video that, quite frankly, no one is going to watch. You’ve been careful with your budget, planning and distribution, and now you’re left wondering why your video only has 20 views.

The facts- According to a 2010 New York Times article, 19.4 percent of viewers abandon an online video after 10 seconds and 44.1 percent will abandon a video after 60 seconds. You don’ t have much time to reel in your viewer. You have to say it, and say it fast. There are a few things you can do to keep your video length in check.

Your babies have to grow up- We all claim portions of our projects as our own. Just like babies, they have to grow up. We eventually have to let go of the control we had in their lives and let them live out their own experiences. The same goes for your video production. The 20-second shot or the ten-page script you’re trying to squeeze into four minutes just isn’t possible. You have to decide what is essential to the production and what can be tossed out. Trust us, it’s harder than it looks.

Ask the experts- Your producer wants you to succeed. Ask for their advice. They want the same thing you do, and that’s bringing your rocking production to life. A producer will help you trim the unnecessary bits of your script.

Answer: shorter- If you’re on the fence about a shorter or longer video, shorter is always better for video.

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