One question we often encounter during client meetings is, “How long should my video be?” The answer, however, is not as straightforward as it may seem. The ideal video length largely depends on your audience and the context in which your content is being consumed.

For example, if I’m genuinely interested in a subject or a speaker, I can easily watch a video that lasts 15 to 20 minutes. However, in our fast-paced digital landscape, most viewers are browsing through content quickly. When scrolling through the internet, shorter videos—typically between one to one and a half minutes—are more effective at capturing attention. This timeframe is enough to convey your message, entertain your audience, or build trust.

The goal is to engage the viewer and establish a connection. Therefore, we recommend starting with a video length of about one to one and a half minutes. This sweet spot is optimal for piquing interest and encouraging viewers to want to learn more about your brand.

As your audience becomes increasingly interested, you can introduce longer videos, perhaps placed on a separate page or behind a login screen. At this stage, viewers are opting in to watch these videos because they’re already engaged and eager to connect with your brand on a deeper level.

While we suggest that one to one and a half minutes is ideal for initial engagement, it’s worth noting that sometimes, videos can extend to two or two and a half minutes. The key is to ensure that your content is concise, engaging, and informative, allowing viewers to make quick decisions and build trust with your brand in a limited timeframe.

In summary, focus on delivering your message clearly and quickly. Start with shorter videos to draw viewers in, and then provide opportunities for them to explore more in-depth content as their interest grows. This approach will help you build lasting relationships with your audience, ultimately leading to greater engagement and conversion.