Short or long video content that influences consumers is a challenge for marketers. A good video project needs to be attractive enough and aimed at the right target audience. There are many factors that determine the success of videos, one of which is their length. According to Vidyard’s research in 2019:

  • 73% of promotional videos are 2 minutes or less
  • Only 2% of business videos are 10 to 20 minutes long
  • Videos produced in 2018 are 1/3 shorter than in 2017

So the shorter the video, the better the effect? Let’s take a closer look at the advantages and disadvantages of both video formats below.

Short video

According to research the human attention span is very short, we often turn our attention to the content analysis stage, so brands always prioritize shorter videos.  

This is also an opportunity to increase conversions by highlighting product information in the opening, then creating content that calls for audience engagement.

With each video should convey a certain topic, product or service. The audience is only likely to focus on the first 10 seconds, need to show them the value to be received in the opening.  

Topics that are suitable for short videos are:

  • Insert trending content into product content
  • Introducing different benefits/features
  • Brief customer interview
  • Introducing the store space
  • Minigame

Advantage

Saving production time, brands can produce many high-quality videos in a short time and still be effective.

Short videos are highly shareable, 92% of people who watch videos tend to share after watching, then the brand’s message will reach more audience segments.

Defect

The video length is short, so the information transmitted is limited, brands should be selective about the content when making this type of video.

It takes creativity to make content engaging and valuable. Creating a 60-second video is relatively simple, but making sure the content is impressive to the audience is a big challenge for businesses.

Long video

Video is used in a variety of ways depending on the brand’s goals. The length of the video depends on the message the business wants to convey as well as the company’s marketing strategy.

Topics suitable for long-form videos:

  • Brand story
  • Talk show/Livestream with influencers
  • Consumer product experience

Advantage

There is no limit on video length, so product/service information is fully conveyed. Use long video editing to short form video, increase reach and save production costs.

If in the short video, the business only focuses on the outstanding features of the product/service, in the long video, it will be more detailed on how to use, the outstanding features of the brand. To maintain the audience’s attention in long videos, the content needs to attract, hit the curiosity or information that consumers are interested in, thereby leading viewers, driving conversions.

Defect

To have a long video means a large production budget and more time.

The audience for watching videos is usually old customers and interested in the brand, so it is difficult to attract other potential customers. So the content of the long video is usually only aimed at specific customers and the goal is to build loyalty with them.

Video helps brands reach their audience better, but this only works when viewers are interested in the message conveyed. Quality, content, value are important factors that brands need to pay attention to when producing. Depending on the campaign goals as well as the pros/cons of the two types of videos, businesses make the most appropriate choice.

For quick consultancy from SKYPERRY, businesses can contact us via the hotline: +84 88 605 6868 or email: support@skyperry.com.