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Why You Have to Diversify Your Video Lengths


From TikTok to YouTube Shorts to Instagram Reels, video is all over the place in digital advertising and marketing in 2023. 50% of shoppers favor video over different kinds of content material, and 91% say they wish to see extra video content material from manufacturers. In 2022, a whopping 82% of worldwide web site visitors got here from video streaming and downloads, making it a extremely useful medium for entrepreneurs all over the place.

Nevertheless, with all these completely different platforms come completely different preferences and traits amongst these viewers. For instance, TikTok is constructed round quick and snappy movies, whereas YouTube is thought for its longer format content material. When creating your video advertising and marketing technique, it’s essential to know the final word objective of your video content material and be able to experiment with completely different codecs and lengths. Completely different video lengths serve completely different targets in your advertising and marketing technique, and on this publish, we’ll share the principle kinds of video content material together with why diversification is essential.

The Fundamental Varieties of Completely different Video Lengths

There are 4 most important kinds of video lengths, all of which play a job in your video advertising and marketing technique. From super-short content material to full-length documentary-style movies, all content material performs a job.

Micro Content material — lower than 15 seconds

Micro content material is outlined as lower than 15 seconds. The sort of content material is a brief informative teaser that usually previews an extended video. It’s usually used on social media platforms like Instagram or TikTok.

Social Media Content material — as much as 90 seconds

Normal social media content material can differ wherever from 15 seconds to 90 seconds. Nevertheless, the candy spot right here continues to be lower than 60 seconds.

Full-Size Movies — as much as 2.5 minutes

These longer-form content material movies would possibly seem in your web site or YouTube channel. Usually, these are informative content material and aren’t typically used for adverts as they’re too lengthy and would possibly embody behind-the-scenes movies or buyer testimonials.

Lengthy-Kind Content material — greater than 2.5 minutes

That is the longest content material fashion and might final so long as an hour. Remember that if in case you have longer content material like this, you may simply chop it up into shorter segments to repurpose it into adverts.

Video Advertising Traits

Video advertising and marketing traits are all the time on the transfer, and consumer preferences and conduct change quickly. Even in solely two years, shoppers developed a fair deeper choice for shorter movies, going from 50% of shoppers in 2020 to 66% in 2022. Relying on their targets, folks additionally eat completely different video lengths at completely different instances all through the day. In the event that they’re seeking to make a buying choice, they is perhaps desirous about longer-form, detailed content material; in the event that they’re simply searching for leisure, fast and quick is the best way to go.

1. Shorter-Kind Video Typically Wins

Customers contemplate shorter movies 2.5 instances extra partaking than longer movies. Use 10, 15, or 30-second codecs to seize consideration, spotlight ache factors, and create a selected name to motion. For automotive sellers, this is perhaps displaying a real-life mother unloading a bunch of youngsters and groceries, highlighting the automotive options that assist make her day simpler, and ending with a promotional supply encouraging her to come back take a look at drive.

2. The Preferrred Size for Buying Affect Is Much less Than 5 Minutes

83% of shoppers say that when searching for a video to tell a shopping for choice, they’re searching for 5 minutes of content material or much less. 42% wish to see a 360-degree view of a product or see it getting used. In automotive video advertising and marketing, this is perhaps verbally strolling by the options of a automotive or displaying an illustration of a novel characteristic.

3. 55% of Customers Look to Video for Buying Selections

When you have been simply getting began in video advertising and marketing, you is perhaps skeptical concerning the payoffs. Nevertheless, on a regular basis shoppers are particularly seeking to video to assist them make bottom-of-funnel buying choices, which suggests it’s a useful medium to spend your advertising and marketing time and funds on.

4. Solely 3% of Enterprise Movies Are 10 to twenty Minutes Lengthy

Generally you would possibly suppose longer is healthier as a result of you may cram in additional data. Nevertheless, analysis reveals that most certainly, the longest video lengths should be round 10 minutes; any longer and folks tune out.

5. It’s All Concerning the First 3 Seconds

Regardless of how lengthy or wonderful your video is, you solely have a brief window within the very starting to seize the viewer’s consideration. The candy spot is three seconds; in case you haven’t related and engaged your viewer, they gained’t full the video. Don’t bury the principle hook of your video 30 seconds in. Lead with the strongest ache level, statistic, or problem your viewers is going through proper at first.

When you may seize the viewer’s consideration within the first three seconds, your adverts may even carry out higher. Most advert networks reward partaking movies that individuals truly wish to watch and never skip. When the algorithms can establish your video as a top-performing piece of content material, you’ll typically get shared with a wider viewers for a less expensive value.

Additionally, while you experiment with completely different video hyperlinks, you create a content material library of simply repurposable movies for the long run. Subsequent yr, long-form content material would possibly carry out higher, and creating completely different video hyperlinks as you go will assist you construct an ongoing library of content material to constantly pull from.

Why You Ought to Diversify Video Lengths

A positive option to have a video advertising and marketing technique flop is to stay with a single format and size of movies. For instance, in case you solely produce 10-minute-long buyer testimonial movies, you’re lacking out on an enormous technique pillar of video advertising and marketing. Listed below are just a few extra causes you need to contemplate diversifying your video lengths.

1. Simple Repurposing for Advertisements

Completely different advert platforms have completely different necessities with regards to video lengths. When you could have 15 seconds, 30 seconds, and two-minute video choices, you could have room to A/B take a look at and experiment with what performs greatest. You is perhaps shocked on the outcomes! Completely different lengths will assist you take a look at what works, and you’ll simply spin up new advert creatives because the previous ones get fatigued.

Greatest practices for promoting advocate swapping out creatives each 14 days as any longer, and audiences expertise advert fatigue. From YouTube pre-roll adverts to show adverts earlier than content material, you could have so many various platforms and codecs to make the most of your video content material as adverts.

2. Extra Accessible Video Content material

Not everybody has the time to observe a 30-minute video, however your most viewers is perhaps! Diversifying your video size is essential for creating content material throughout your completely different purchaser personas. For the people who find themselves not even conscious of your answer, quick video codecs, like 30 seconds, will have interaction them.

For people who find themselves additional alongside your shopping for funnel, an extended 15-minute video would possibly curiosity them as a result of they’re searching for extra in-depth data. Accessible video content material meets your consumers the place they’re at of their shopping for journey, and including captions helps improve inclusivity and accessibility as effectively. 80% of viewers usually tend to end a video with subtitles.

3. Experiment with Stay Video

Have a supplier’s present developing or a giant blowout sale? Experiment with stay streaming the occasion by Instagram, Fb, or TikTok, relying on the place you consider a majority of your viewers hangs out. 60% of automotive customers will go to a dealership after watching a video, and stay content material is the proper option to converse on to your clients, reply questions and construct a relationship earlier than they even step within the door. Analysis additionally reveals that customers are watching stay stream movies wherever from 10 to twenty% longer than different kinds of video content material.

4. Improve Viewing Frequency

Whenever you create movies of various lengths, you may attain the identical viewer a number of instances. Repeat publicity in video advertising and marketing is a important a part of shopping for conduct. Most individuals have to see one thing round seven instances earlier than making a alternative. When you may pepper content material round completely different social media platforms at completely different lengths, your viewers is extra more likely to be uncovered to your message.

5. Attain Completely different Varieties of Consumers

More than likely, your excellent purchaser spans completely different age teams, genders, and demographics. All of those teams have completely different video-watching preferences, so diversifying video size helps you entice all of these completely different purchaser teams. For instance, cheaper “starter” automobiles is perhaps extra engaging to college-aged college students or younger professionals. 60% of TikTok customers are Gen Z, so short-form, fashionable movies will assist entice that purchaser. However, 81% of Gen X is on Fb, in order that is perhaps the proper place to stay stream an illustration of costlier automobiles since that purchaser has a bigger revenue.

6. Improve Engagement

Diversifying your video size not solely helps you attain extra folks, but it surely helps them keep extra engaged. Particularly for a short-form video, individuals are extra more likely to watch it during and soak up the whole thing of your message, together with the extremely useful call-to-action on the finish. Movies underneath 60 seconds get essentially the most engagement, so in case you can create digestible short-form content material, there’s an opportunity that your viewers will hit a 100% completion fee, that means they watch your complete video.

Get Assist Diversifying Your Video Content material

You should utilize video in numerous methods to energy your advertising and marketing and gross sales. From YouTube pre-roll adverts to OTT streaming, movies can be utilized in highly effective methods to extend your income. Nevertheless, it’s not straightforward to create high-quality movies by yourself. Working with an expert video advertising and marketing company helps you simply produce and edit content material and distribute it throughout completely different social media platforms.

Contact J&L Advertising in the present day to study extra about our work and see how we may help energy your video technique.



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