Video Marketing: How Long Should my Video be?

Did you know, by 2022, Cisco research forecasts online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. According to Hubspot, 56% of videos published last year were less than 2 minutes long. However, the length of time viewers commit to watching also varies by platform. A 2-minute video on Youtube will get watched more than the same video on Twitter and viewers who watch the first 3 seconds are more likely to stay to the end.

This post will review the optimized times (length of video), some more video facts that you should pay attention to, strategy for engaging and converting 1-minute video, planning tips, and post-production/video editing tips and resources.
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Optimize video times based on the platform:

• Instagram: 30 Seconds – fastest scrolling audience
• Twitter: 45 Seconds – audience accustom to nuggets of info
• Facebook: 1 minute – the most engagement with this length, like and sharing – keep it snappy!
• YouTube: 2 minutes – users there to watch videos, most engagement with 2 min videos

ProTip: Most Facebook videos are watched on mute. Get your message across without dynamic graphics and visual storytelling. (Facebook auto-caption in English only, available to US and Canadian advertisers, and videos can be used on Facebook and Instagram.)

More Video Fun Facts:

• 65% of people use YouTube to help them solve a problem.
• 72% of customers would rather learn about a product or service by way of video. (HubSpot)
• Facebook has over 8 billion video views per day. (TechCrunch)
• Over 1.9 billion people use YouTube. That’s about one-third of the internet. (YouTube)
• 59% of executives say they would rather watch a video than read text. (Wordstream)
• 92% of users watching video on mobile will share it with others. (Wordstream)
• 81% of businesses prefer to use Facebook for their video marketing. (Buffer)

Video Production: All the steps from planning to filming to editing for a finished video product.

1 Minute Video Tips: (Adjust model for your desired platform use)
You want to get right to the story, don't waste time, go for some emotion, a lesson you learned and what you stand for. Be specific and concise. You have a lot to pack into a short time span. Use this model and stagger your times based on the platform you use, this example is for breaking down a 1 Minute Video.

Use statements like:
When I was...
I believe that…
I started to do…

Spend about 40 seconds on your story, make your belief statement about 15 seconds and what you stand for, your “I am” statement 5 seconds.

Planning your video.

1. KYC - know your customer
2. KYB - know your brand
3. Know why your solution to their problem.

With natural speech, approximately 140 words will fill a 1-minute video. If you're a fast talker you may fit more words in, but make sure you're speaking at a speed most people will hear and understand you.

Brainstorm a list of emotions that this event/experience & transformation evoked for you. Chances are the more emotions you can identify, the more people your story will resonate with. Keep explicit words and profanity out of your videos they will go against Facebook guidelines.

ProTip: Think of images that are evoked in your mind when brainstorming your list of emotions. In post-production, inserting images of people showing these emotions will help tell your story graphically. My friends over at Picwizard have over 100,000 royalty-free images with A-LOT of people images - make sure to save this resource! 

The story:
The 3-second hook, keep it punchy, introduce yourself later. Ask a question, viewers need to identify with the problem or opportunity. Whether you demonstrate success or failure make sure the benefit is clear.

When I was...

• Hock them, keep them watching
• Make your statement
• Some poignant details from the moment
• Your emotion and reaction
• And you're “ah ha” moment

A continuation of your story, how this pain or pleasure initiated to change for you.

Your belief statement:
I believe that…From your story, this is your emotional transition

Wrapping it up, describe your solution whatever you're offering along with a specific call to action at the end, what you want the viewer to do next.

Your “I am” statement…
What you do: You helped A reach goal/objective/achieve B
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7 Tips for filming the video:

1. Use a tripod or a solid surface for your camera or your phone
2. Sit or stand comfortably facing a corner with as much of the room behind you as possible
3. Keep in mind lighting placement and glare or shadows, a few tests videos will help you sort this out in the space you have available
4. Look directly into the lens of the camera or your phone. Don't watch yourself on the screen, in the finished product you will not appear to be looking directly at your viewers.
5. Save yourself some time, if you make a mistake pause and wait two seconds and continue. Your mini-do overs will be edited in post-production. Trimming the video is quicker and easier than starting and stopping every time you feel you didn't nail it.
6. If you want to give the video an “interview” feel, try placing a second camera off to the side and record at the same time you can then edit the two videos together. (This will take more time in post-production.)
7. If you are videoing outdoors or in a public place be aware of what's going on behind you. Don't let a photo bomber or mischievous child steal the show.

Post Production Video Editing Checklist:
Bringing it all together through editing! There are countless editing software programs available. Depending on your device, computer system, your time available, I highlight a few great resources.

Follow this checklist to hit on some key points for your final video product:

• Spell check!
• Use a size format suitable for the platform you post to, use 1080x1080 for square videos
• Skip the video bumper/intro - first few seconds are vital for your hook
• Only use royalty free stock images/videos/music
• Edit out any stuttering of repeat words, um, huh, uh etc
• Transition video clips from two camera angles
• Edit time and save different versions depending on which platform you are posting to

Resources:

Filmora: Full suite video editing software. Works for Mac/PC has iOs/Android App with free and paid versions. Top feature; you can make videos in different formats depending on the platform you are posting to.

EasyVSL: Great for demos and explainer type videos. Use static images, stock video, voice over narrative and background music. (I can set you up with an affordable license for this product)

DesignWizard: Create impressive videos and image designs in minutes. With over 17,000 templates (10,000 free) and over 1.2 million images in their database, a full feature list of tools available with their FREE subscription.

Conclusion

Whether you are promoting a product, service or building your personal brand, if you are not using video, you are missing the largest growing audience segment. Filming videos or using stock video, making product demos or personal engagement messages - develop a process that works for you. Learn how to use tools and resources, make adjustments and keep turning out converting videos that your audience will watch and take the action you want.

1. Consider audience engagement statistics for video duration based on the platform
2. Video Production: Tell a graphical story, plan for success, layout your ideas, brainstorm and refine until your message is short and concise
3. Follow a proven success strategy; When I was...I believe that…I started to do…
4. Set a filming standard for yourself, follow some best practice filming tips
5. Edit a stellar finished product with a Call To Action so you can take your viewers to the next step of your funnel

Love the idea of converting videos your audience will engage with and follow your call to action? Hate the idea of learning how to produce converting videos or simply don’t have the time to do it? Check out the professional video marketing resources I have available for you. I can help you bridge the gap from idea to implementation. You gain more time to focus on your passion and what you do best. 
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