What is the Ideal Length of an Online Video? Video Length Best Practices

We often get ask how long online videos should be. In this short video, we are trying to answer that question and give some recommendations.

Transcript with Summary:

The future of content is video. So, let’s try to shed some light on an important question:

What’s the ideal length of an online video?

Obviously, shorter videos are better at holding viewers’ attention. After 2 to 3 minutes, people tend to lose interest. [ref link=”https://promo.com/blog/2019-online-video-statistics” title=”The State of Video Marketing, 2019 Study”] But that doesn’t mean all videos should be around 2-3 minutes.

Different objectives require different approaches which again result in different lengths for videos.

What does that mean?

It’s true that videos up to about 2 minutes see the most engagement[ref link=”https://wistia.com/learn/marketing/optimal-video-length” title=”How Long Should Your Next Video Be?”] but the length of a video depends on several factors including viewer’s expectations and level of engagement. In the end, there is no right length for videos – only the right length for your content. Yes, best practice is to keep it short but length varies widely between different types of video.

Training videos, for example, are often significantly longer. Though instructional content can be cut into self-contained modules, topics often cannot be taught effectively in under 5 minutes. Research suggests that the optimal length for instructional videos is up to 15 minutes.[ref link=”https://emporiastate.blogspot.com/2018/04/video-length-in-online-courses-what.html” title=”Video Length in Online Courses: What the Research Says”]

Case studies tend to be 5 to 10 minutes long.[ref link=”https://www.vidyard.com/blog/video-length/” title=”How Long Should Videos Be? The Ultimate Guide to Video Length”] That’s because in the marketing funnel, they are somewhere in the middle. At this stage, you already have your audience’s interest, so viewers are willing to invest more time to learn about a topic, product or service. Of course, case studies can also be split into smaller bites. It always depends on your target platform.

That brings us to social media channels:

The most successful videos on Facebook typically tend to be less than 90 seconds.

Though the maximum length for videos on Twitter has recently been increased, it is recommended to keep video tweets around 30-45 seconds.

The same applies to Instagram. Videos on Instagram should be around 30 seconds.[ref link=”https://blog.hubspot.com/marketing/how-long-should-videos-be-on-instagram-twitter-facebook-youtube” title=”How Long Should Your Videos Be? Ideal Lengths for Facebook, Instagram, Twitter, and YouTube”]

Only on LinkedIn you’ve got significantly more time. Videos are usually between 30 seconds and 5 minutes – again, it all depends on the type of content.

Overall, when it comes to social media, shorter is often better. But no matter how long a video, it’s important to capture attention quickly.

The recommended length of a teaser is similar to that of a TV commercial – 30 to 60 seconds.

Company profiles and other business-related videos often work best when 2-4 minutes long.

Optimal Length of Online Videos

Promotional Video30-60 seconds
Company Profiles & Business Videos2-4 minutes
Case Studies5-10 minutes
(but can be cut into smaller bites)
Training Videosup to 15 minutes

Recommended Lengths for Videos on Social Media Platforms

Facebookup to 90 seconds
Twitter30-45 seconds
Instagramapprox. 30 seconds
LinkedIn30 seconds – 5 minutes