The Right Length For Your Online Video

“How long should my video be?” It is one of the first questions that come up when we meet with clients who want to add video to their websites and social media sites. There is no stock answer. It depends on the details of your story and what you are looking to accomplish with your video.

There are some parameters to keep in mind. A typical TV commercial is 30 seconds. A radio spot runs 60 seconds. The average story by a reporter on a TV newscast is 90 seconds. But online, the average visitor spends only 15 seconds on a website. The content must be compelling if you want to capture the attention of your visitors.

Many of our clients start with the idea of including as much as possible in their video. They view it as a one shot opportunity to tell potential customers everything they can. Problem is by the time they list all of the things they would like to see, we’re quickly on our way to an epic “War and Peace-like” production for the computer screen.

There are plenty of good purposes for a long-form video production. Putting it on your website is not one of them. The key to using online video effectively is to create a short and powerful story. The goal of a well produced online video should be to leave the viewer with a favorable impression that makes them want to contact you. Our mission at Point Across Media is to tell stories in a 1 to 3 minute timeframe. It is a skill developed from years of working in television news.

More and more companies are recognizing the need to take advantage of the Web as a place to share their message through video. Cisco estimates that video will represent 90 percent of all consumer internet protocol traffic by 2013. Once you’ve decided to use video, telling the right story in the right amount of time is key to making it work for you.

How Customer-centric Video Works

It’s a simple set-up for a successful business: Someone has a problem. You come up with a solution to the problem. You tell other people with the same problem how you helped the first guy. And now everyone wants to hire you to help them.

You might say the key to this story is the solution itself. But any good marketer knows what really makes the business grow is the part where you publicize your solution.

There’s nothing original about using your company’s success stories to generate more business. Testimonials or references from your best customers are powerful tools to give you credibility. Many companies include testimonials on their website and in printed sales collateral. Instead of just putting them in writing, video is the perfect medium to take testimonials to another level.

In testimonial videos, your customers tell the real story of how they benefit from your product or service. Their words are authentic. Best of all, potential customers gain confidence in you by hearing from existing customers.

Video testimonials are effective marketing agents for small and large businesses. Cisco provides a good example with a series of online videos centered on its customers. This one features the Baylor College of Medicine employing Cisco solutions to provide a secure network.

There’s another reason to use video testimonials that may surprise you. The customer you ask to be in your video is often flattered to be chosen. It makes them look good and strengthens your relationship.