The Ultimate Guide to Marketing Video Length

By: Team ELM

How Long Should Social Media Videos Be? 

The length of your video depends heavily on where you intend to post your video and the contents of your video. Each social media platform will require a different length video to be in line with what its users are expecting. The contents of your video also need to fit the demographic you are targeting. The general rule of creating a video in advertising is to keep your ad under two minutes. This varies a bit now depending on your audience and where you plan to post your video. YouTube is a place where you can post much longer videos, while a site like Instagram would demand shorter ads. Each platform requires a different length video to reach the correct audience. There are certainly times when a longer video is appropriate just as there are times when keeping it short is best. Here is the definitive guide on how long videos should be.

Social media is absolutely one of the best ways to reach an audience. 45% of the total population uses social media, with over a million people joining each day. That is a huge audience that could be reached by introducing advertising videos on social media. Each platform requires a different length video to appeal to its users. Your ad needs to match the length of the videos the people on that platform usually stop to watch. It also needs to match the production quality users are used to seeing, which will mean you need to hire professional videographers to increase the production value.  Keeping all the most important information in the first five or so seconds of your video is the best way to make sure you are getting your message out there quickly and before they scroll away. The ideal length for an advertisement changes depending on the platform you are using. Here is the length your ad should be on each social media platform.

Social Media Channels

1. X (Formerly Twitter)

The ever-evolving X (formerly known as Twitter) demands nimble marketing minds, especially when it comes to video length. Gone are the days of one-size-fits-all approaches – here, it’s about mastering the intricate dance between brevity, virality, and deeper storytelling. So, buckle up as we decode the X video length enigma and unlock the keys to captivating your audience:

Snappy Snippets (Under 30 seconds):

Think lightning bolts! These bite-sized bursts are ideal for grabbing attention in the fast-paced X feed. Showcase quick product demos, funny bloopers, or intriguing teasers for longer content. Hook viewers within seconds and encourage them to retweet, comment, and keep scrolling. Think trailer-style glimpses, punchy announcements, or heartwarming snippets.

Engaging Narratives (30-60 seconds):

Step up your storytelling game! This sweet spot allows you to delve deeper than a fleeting snippet. Offer digestible insights, showcase product features in action, or share mini-tutorials. Captivate viewers with dynamic visuals, clear messaging, and a strong call to action (CTA). Think product reviews, DIY how-tos, or behind-the-scenes explorations.

Thought Leadership (60 minutes+):

For Twitter Blue subscribers, longer-form content unlocks new possibilities. Dive into in-depth interviews, industry panels, or even mini-documentaries. Remember, quality is key – break up longer videos with chapters, timestamps, and interactive elements to maintain engagement. Think thought leadership discussions, case studies, or live Q&A sessions.

Bonus Tip: Don’t forget hashtags! Utilize relevant hashtags to increase discoverability and reach a wider audience. X favors organic engagement, so respond to comments, answer questions, and foster real-time conversations to boost your visibility.

Remember, the perfect X video length is like a captivating tweet – concise, impactful, and leaving viewers wanting more. Experiment, analyze your results, and adapt your approach based on your audience and message. By mastering the art of brevity and strategic storytelling, you can conquer the X algorithm and make your marketing magic truly soar.

2. Instagram

3. Snapchat

In the ephemeral realm of Snapchat, where snaps disappear after 24 hours and attention spans flit faster than a butterfly on Red Bull, mastering video length is a marketing superpower. Unlike its cousin Instagram, one-size-fits-all approaches won’t fly here. Let’s dive into the captivating world of Snapchat video lengths and unlock the keys to marketing success:

Snapstars: Short & Sweet Snaps (1-10 seconds)

Think lightning strikes! These bite-sized bursts are ideal for grabbing attention instantly, showcasing quick product shots, or delivering snappy punchlines. Think teaser trailers for longer content, funny bloopers, or behind-the-scenes glimpses. Remember, every frame counts – pack a punch of visuals, music, and text overlays to make those fleeting seconds unforgettable.

Spotlight Stories: Captivating Narratives (10-60 seconds)

Step up your storytelling game! These bite-sized epics give you more wiggle room to unfold a narrative, showcase a product’s features, or share a tutorial. Break up your footage with creative transitions, filters, and interactive elements like polls or quizzes to keep viewers glued to their screens. Think product demos, mini-vlogs, or even countdowns to exciting events.

Snapchat Ads: Tailored Engagements (3-60 seconds)

When it comes to ads, tailor your length to your objectives. Shorter 3-5 second bursts are perfect for brand awareness, while longer 15-30 second pieces can delve deeper into features or benefits. For in-depth stories or product tutorials, 60 seconds can work wonders. Remember, the first few seconds are crucial, so hook viewers fast and use compelling calls to action to drive results.

Bonus Tip: Don’t forget about Snapchat Discover! This curated content platform allows longer-form videos (up to 10 minutes), perfect for showcasing longer narratives, documentaries, or even mini-series.

Remember, the key to Snapchat video length is relevance. Align your message, format, and duration with your marketing goals and target audience. Experiment, analyze, and adapt to keep those fleeting Snaps captivating and your brand at the top of Snapchat feeds.

4. Facebook

Facebook’s video landscape is a diverse ecosystem, demanding flexibility and strategic thinking when it comes to length. Forget the “one-size-fits-all” approach, because the perfect runtime depends on your format, audience, and marketing goals. Buckle up as we navigate the Facebook video jungle and find the sweet spot for maximum impact:

Feed Video:

• Under 15 seconds: Think lightning bolts! Capture fleeting attention with teasers, trailers, or viral-worthy snippets. Hook viewers within seconds and encourage them to keep scrolling.

• 15-30 seconds: The sweet spot for quick explanations, product demos, or engaging storytelling. Use captivating visuals, clear messaging, and a strong call to action to maximize impact.

• 30-60 seconds: For deeper dives, tutorials, or behind-the-scenes glimpses. Break up the content with visuals, transitions, and subtitles to maintain engagement.

Facebook Ads:

• 5-10 seconds: In-stream ads thrive on instant impact. Grab attention with stunning visuals, a catchy message, and a clear call to action before viewers scroll past.

• 15-30 seconds: For news feed and audience network ads, offer more room to tell your story. Highlight product features, testimonials, or heartwarming narratives.

Facebook Watch:

• Longer-form content takes center stage here. Dive into in-depth interviews, educational series, or captivating documentaries. Up to 240 minutes are available, but structure your video for engagement (think chapters, cliffhangers, etc.).

Live Videos:

• Organic reach can soar with live content. Experiment with Q&A sessions, product launches, or behind-the-scenes tours. Keep it dynamic and interactive to retain viewers and foster real-time engagement.

Bonus Tip: Facebook prioritizes native videos, so upload directly instead of linking to external sources. Utilize captions and subtitles for wider accessibility and enhanced engagement.

Remember, the perfect Facebook video length is like a magical spell – cast it right, and engagement soars. Experiment, analyze your results, and adapt your approach to keep your audience captivated and your Facebook marketing booming!

5. LinkedIn

The professional playground of LinkedIn demands a different video-length playbook than its social media cousins. Forget fleeting snaps and viral dances – here, it’s all about building trust, thought leadership, and B2B brilliance. So, what video length reigns supreme in this realm of resumes and networking? Let’s unlock the LinkedIn video vault:

Feed Video:

• Hook ’em in 15 seconds: Attention spans are precious. Grab viewers with impactful visuals, thought-provoking questions, or enticing snippets of longer content. Think teasers, trailers, or quick insights.

• 30-60 seconds: The sweet spot for digestible insights, product demos, or expert tips. Deliver valuable information concisely, showcase your expertise, and leave viewers wanting more.

• 1-3 minutes: Deeper dives are welcome here. Share case studies, thought leadership pieces, or industry news analyses. Use compelling visuals, data, and storytelling to keep viewers engaged.

LinkedIn Ads:

• 5-10 seconds: In-stream ads demand instant impact. Showcase brand values, product benefits, or industry expertise in a quick burst of brilliance.

• 15-30 seconds: For sponsored content and carousel ads, offer more room to tell your story. Highlight testimonials, showcase thought leadership content, or feature customer success stories.

LinkedIn Live:

• 30 minutes-1 hour: Engage your audience with Q&A sessions, industry panels, or product launches. Keep it interactive, informative, and relevant to your professional circle.

Bonus Tip: LinkedIn prioritizes professional content. Focus on industry trends, business solutions, and valuable insights for your target audience. Utilize captions and transcripts for maximum accessibility and engagement.

Remember, the perfect LinkedIn video length is like a well-crafted elevator pitch – short, impactful, and leaving a lasting impression. Experiment, analyze, and adapt to keep your professional network engaged and your brand reputation soaring.

6. Pinterest

The captivating world of Pinterest demands a nuanced approach to video length. Unlike fleeting platforms like Snapchat, your Pins live on, waiting to be discovered and adored by future viewers. So, how do you strike the perfect balance between captivating storytelling and bite-sized inspiration? Let’s delve into the Pinterest video vault and unlock the keys to Pin-tastic success:

Standard Pins:

• Keep it snappy: 4-15 seconds. Attention is gold on Pinterest. Hook viewers with quick demonstrations, mesmerizing product shots, or captivating snippets of longer content. Remember, you’re competing for eyeballs in feeds, so pack a punch in those fleeting seconds.

• Dig deeper: 16-30 seconds. If your message needs more room to breathe, consider this sweet spot. Showcase intricate details, offer step-by-step tutorials, or share compelling product narratives. Think mini-demos, DIY snippets, or behind-the-scenes teasers.

Max Width Videos:

• Capture the scroll: 15-60 seconds. These eye-catching, landscape-formatted Pins demand a bit more storytelling oomph. Captivate viewers with visually stunning content, product reveals, or captivating stories. Think longer tutorials, recipe steps, or behind-the-scenes journeys.

Idea Pins:

• Unleash creativity: Up to 60 seconds per frame. This multi-page video format allows you to weave a longer narrative. Showcase project tutorials, intricate DIY steps, or product features in engaging installments. Keep each frame dynamic and visually captivating to ensure viewers click through.

Bonus Tip: Don’t forget titles and descriptions! Use keywords and captivating language to make your Pins easily discoverable. Remember, Pinterest is a search engine, not just a feed, so optimize your videos for long-term success.

Ultimately, the perfect Pinterest video length is like a captivating Pin – visually enticing, informative, and leaving viewers wanting more. Experiment, analyze your results, and adapt your approach to make your Pins stand out like shimmering gems in the Pinterest galaxy. Now go forth and capture the hearts (and clicks) of Pinners everywhere!

7. Youtube

Ah, YouTube! The land of cat videos, beauty tutorials, and epic gaming streams. But for marketers, it’s a battleground where video length is your weapon. Choose wisely, for the click-through gods demand strategic planning. Let’s navigate the YouTube jungle and find the sweet spot for maximum views and engagement:

Short-Form Content:

• Shorts (15 seconds): Think lightning strikes! Grab attention with viral-worthy snippets, funny bloopers, or behind-the-scenes teasers. Hook viewers within seconds and encourage them to keep scrolling (and subscribe!).

• Vertical Videos (60 seconds): Optimized for mobile-first viewers, these bite-sized bursts are ideal for quick explainers, product demos, or engaging challenges. Think micro-tutorials, Q&A sessions, or product sneak peeks.

Mid-Form Content:

• 5-10 minutes: The sweet spot for digestible yet in-depth content. Offer valuable information, showcase your expertise, or tell compelling stories. Think product reviews, educational tutorials, or interview highlights.

• 10-20 minutes: Dive deeper with case studies, behind-the-scenes documentaries, or detailed DIY projects. Keep the pacing dynamic and the visuals engaging to avoid viewer fatigue.

Long-Form Content:

• 20+ minutes: The realm of in-depth vlogs, expert panels, and live streams. Go all-in with captivating narratives, thought leadership discussions, or interactive sessions. Remember, quality and value are key; break up longer videos with chapters or timestamps for easy navigation.

Bonus Tip: YouTube favors consistent upload schedules and audience engagement. Analyze your views, retention rates, and audience preferences to understand what resonates and adapt your content accordingly.

Remember, the perfect YouTube video length is like a well-crafted story – captivating, informative, and leaving viewers wanting more. Experiment, analyze, and adapt to keep your audience tuned in and your channel thriving. Now go forth and conquer the YouTube algorithm!

Sales Funnel

1. Landing Page Video

The first rule to ads on landing pages is you should keep your ad above the fold so it is the first thing your customer sees. The second rule is to keep your ad short and sweet. No one goes to the landing page to watch an ad so make sure yours is quick enough that your viewer has no time to get bored. It is unlikely your customer is going to be willing to watch an ad on a landing page for over 30 seconds. An interesting video that can hold viewers’ attention is the best way to keep them watching and sell your product. You should keep your ad between 30 and 60 seconds. Making your video a minute long requires getting a viewer’s attention quickly. A fifth of viewers will click off within the first ten seconds of an ad. Your ad needs to capture attention quickly and be able to hold it for a few seconds longer to be considered successful. 

2. Email Marketing Video

Email marketing is difficult as your ads will likely end up in the spam folder. People do not usually appreciate receiving ads in their inbox. That is why it is important you make it clear your ad is a video they will want to see. Putting video and an interesting offer of description in the subject can draw the eye and get you more views. Inside the email, you want a thumbnail that your recipient can click to watch the video and a link to your website. This will increase interest and give you a better idea of how your email marketing campaign is going. Most importantly, keep it short and informative. An email marketing video should not exceed 45 seconds and all of that time should be used to give your recipient relevant information. No one wants to open an email and be treated to a long video that takes a long time to get to the point, make sure you are not sending out that email.

3. Website Video

Advertising on a website is very similar to a television commercial in length. You can have a website ad that is up to 1 minute long. The secret to this is making sure it facilitates interest and leaves the viewer wanting to know more information.  Scrolling through a website and encountering a video is not usually unwelcome so your video is allowed to be a bit longer. This is because viewers will be more willing to watch a whole video and find out more information than they would be if they perceived your ad as inconvenient. This is the reason a website ad can be up to a minute long and provide open-ended information that leaves the viewer wanting to know more.  These videos can tell of the importance and value of your product and then offer more information on your website. They can also show some of the good work your company has done to showcase the investment your customers would be making. A website ad is very much like a television commercial and can be treated similarly.

4. Sales Video

The length of your sales video depends heavily on how deep into the sales process you are. If you are on a cold sale, keep your video short and informative. A cold sales video should not exceed 30 seconds and should only contain relevant information. On the other hand, if you are deeper into the sales process you are probably going to be answering more questions than you would be at the beginning of the process. That allows for videos that can last for several minutes as they provide answers to common questions and more in-depth information. If you have a relationship with the people you are selling to, you can tailor a video to the sort of company they run and the sort of information you know they need in order to go into business with you. A sales video is very personal to each type of sale. If you are trying to go into a sale cold it is best to keep your video short. A longer video can be used for clients who you have a more established relationship with and who have had time to form questions.

Video Type

Each type of video requires a different length to get it just right. An informational video is likely going to be much shorter than a video demoing your product. This keeps your client from getting overwhelmed but also gives you time to provide all the information your client will need.  The length of your video should never go longer than your consumers are willing to watch. It should also not be repetitive and long for the sake of taking up time. Keeping the entire video compact and informative is the most important part of any type of video. The key to making a video ad is keeping it as short as you feel is okay. Shorter is almost always better in advertisements. If you can get all the relevant information into a shorter time frame, do that instead of dragging it out. 

1. One-on-one Sales Videos

This is the video you will be showing when you are trying to quickly explain what you are selling and why your customer should buy it. This video should be quick and informative with no extra fluff added. The purpose of a one-on-one sales video is informing and setting up a foundation for sales. This type of video should not exceed 1 minute in length. It is a very short introduction to your business and what you are selling. After that, most of the selling is going to be answering questions and explaining the key points of your video in more depth.  The only time a video in this setting should be longer than a minute is if your client requests more information in a later meeting. Then you may show a longer, more in-depth, video that answers questions. This is to keep a dialogue of questions and interest going instead of boring them and answering everything they could ask with a video instead of a conversation.

2. Promo Videos

Think of your promotional video much like a commercial or radio advertisement. It should be about 1 minute long, maybe a little less, and interesting. You want something in there that grabs clients and makes them take notice. This is a format that many big companies have been using for years and it has been proven to be quite effective. You want your video to be short and snappy so that it is memorable but not boring or too much information all at once. This is likely a video your customer will be seeing at the start of your working relationship and you do not want to overwhelm them. Video editing should be used to get a video to your desired length with all the information you feel is needed in a promotional video. This will allow you to fit everything you need into a shorter time span. It will also allow for higher production value.

3. Explainer Videos

An explainer video is often used after your client shows some interest and asks for more information. This is a quick video that explains what you do in a bit more detail but still not enough to be overwhelming. The purpose of keeping this sort of video short is to allow for a conversation that will provide a human connection for your client.  This video can be anywhere from 1 minute to 90 seconds in length. This period is enough to expand on information without getting dry or taking up too much time. It also allows your clients to form more questions as they gather information. The purpose of this video is to be informative. There is no reason to try and make this video entertaining so much as simple and to the point. This should be a quick, clean video that answers questions and gives information.

4. Culture Videos

This is a video meant to show how fun your company can be. This is often used to bring in new employees or show customers how well your business runs. A culture video is meant to be short and fun. This should not exceed 4 minutes and might be better kept even less than that. It needs to be shot by professional videographers so that production value is high and you can show how great your company really is. Film parts of the holiday party or company retreat to fill this video with fun and gain interest.

5. Demo Videos

A demo video should be exactly as long as it takes to show the process you are trying to demonstrate and not a second longer. This can be anywhere from 2 to 10 minutes in length depending on the difficulty of what you are teaching. Any longer than that can be overwhelming and often has too much filler and not enough information. These videos should be separated into short videos for each separate topic so none of them get too long. This will keep the demos short and informative as well as make sure you stay organized. 

6. Tutorial Videos

This video will be very similar to your demo video except it will be a step-by-step break down that might take a bit longer than just showing what you are doing. This video can go up to 10 minutes but should not be less than three. This allows time for clients to follow along without feeling rushed or confused. A tutorial is going to take up more time to film than a demo as you will be breaking down each step as you perform it. Make sure every step is clear and easy to follow before you present this tutorial.

7. Case Study Videos

A case study video is going to be a bit longer at maybe 5 to 10 minutes. This allows you to get all of the information and facts without it being too squished together. A video like this will be used on clients you have spoken to before to keep them updated on your studies and what your company is doing.   These can always be edited into smaller clips to send separately if you feel that would be better for your clients. As long as you keep them factual and easy to understand. 

8. Interviews

An interview video is going to be to show what you do and why you do it. This video should be very introductory and informal. It will last anywhere from 5 to 15 minutes depending on what you feel your audience will stay entertained for. This is meant to start up a conversation and engage people who already know about the company. It should not be a very serious video as it is meant to be a conversation topic more than anything.

9. Webinars

A webinar is likely going to be the longest type of video you do. This is for clients who know what you do and have already had an introduction. It will be anywhere from 15 to 60 minutes of information. This is for getting deep into the previously mentioned topics. It will often involve multiple speakers for different topics and will break down subjects to their bare essentials. This is the most advanced form of advertising and is only for clients you already have and people who want a lot more information. 

Conclusion

Professional video lengths for advertisements are important. The best way to make sure you are reaching the people you want and holding interest is to make sure your video is the right length. This will show you care about the content you put into the world and your clients time. Go forth and conquer your video marketing, Ladies and Gents. If you need guidance on your video strategy or need videos produced, contact our team of award winning producers and strategists.