How Long Should a Promotional Video Be?

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When it comes to promotional videos, size does matter. The length of your video can make or break its impact, so striking the right balance is essential. Too short, and your message may feel rushed or incomplete; too long, and you risk losing your audience’s attention. But how do you determine the ideal length for your promotional video?

Let’s break it down.

1. Know Your Audience

Before deciding on length, think about who will be watching your video. Different audiences have different attention spans and preferences. For example:

• Social Media Scrollers: On platforms like Instagram, TikTok, or Facebook, short videos (15-60 seconds) tend to perform best. They’re snackable and easily digestible in a crowded feed.
• Decision-Makers: For B2B audiences, videos of 1-2 minutes that concisely communicate your value proposition often work well. If they’re invested in the topic, they may watch slightly longer content.
• Engaged Viewers: On YouTube or your website, where viewers are actively seeking information, videos of 2-3 minutes can hold attention if they provide value.

2. Match the Length to the Goal

The purpose of your promotional video will also influence its ideal length:

• Awareness: To grab attention and introduce your brand or product, keep it short and engaging. Aim for 30-60 seconds.
• Consideration: If you’re explaining features, benefits, or telling a story, you might need 1-2 minutes.
• Conversion: For videos meant to drive action (e.g., signing up, buying, or booking), clarity is key. These can range from 1-3 minutes depending on complexity.

3. Platform-Specific Guidelines

Each platform has its own sweet spot for video length:

• Instagram Reels & TikTok: 15-60 seconds
• Facebook Ads: 15-30 seconds for initial engagement; up to 1 minute for retargeting
• YouTube: 15 seconds for unskippable ads; 2-3 minutes for organic content
• Website Landing Pages: 60-90 seconds

Tailor your video to meet the platform’s audience expectations and technical requirements.

4. Content Is King, But Brevity Is Queen

Attention spans are shorter than ever. Studies show that viewers start dropping off after just 8 seconds if they’re not hooked. Keep your message sharp and focused by:

• Frontloading Value: Share the most important information early.
• Editing Ruthlessly: Remove fluff and repetition. Every second should serve a purpose.
• Testing and Iterating: A/B test video lengths to see what resonates with your audience.

5. Exceptions to the Rule

While shorter videos generally perform better, longer videos can work in specific cases:

• Explainer Videos: Complex topics may require 2-5 minutes to fully convey value.
• Testimonials: Emotional, story-driven content can hold attention longer (up to 3 minutes).
• Educational Content: For deeply engaged audiences, 5+ minutes may be acceptable.

The Takeaway

There’s no one-size-fits-all answer to how long a promotional video should be. The best length depends on your audience, goals, platform, and content. However, as a general rule of thumb, shorter is better. Respect your audience’s time by delivering value efficiently, and they’ll be more likely to engage and take action.

Need help creating the perfect promotional video? At Commotion, we specialize in crafting videos that capture attention and inspire action. Book a free 30 minute video chat today.

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