How long should my video be?
To start off, this is a very important question. As a marketer, as you are creating your video content, you want to meet your audience and your prospects, and know where they are at in their buying journey and in their relationship with you.
Using the analogy of hosting a party is a great example to start answering this question. Picture that you are at a cocktail party. First and foremost, you need to be a good host. Someone you have met for the first time at the party seems like a perfectly nice person, but they immediately start to tell you their entire life story in detail, which is way too soon for you to be hearing.
How does that make you feel?
It makes you want to run away from that person as quickly as you can. Your video content needs to be thought of in the same way. Your buyers are going through a journey where they need to know, like, and trust you before they are willing to engage or begin buying from you.
So, to judge how long your video content should be, follow this general framework. (Keep in mind that this applies largely to the B to B marketers today, if you are marketing or selling to another business).
In general, the higher up the sales funnel your audience is, the shorter you want your content to be. For first touch, try to hit that two minute mark. A two minute video is just long enough that you can actually engage in meaningful dialogue with your audience without feeling like you are doing an information dump. It is intended to be an initial introduction to who you are, your subject matter, and the problem you’re trying to solve. A short, two minute video piques your audience’s interest to learn more.
Once your audience decides they like and trust you and they’re further down that journey, I think the sky’s the limit as far as the types of content you can create. This can be webinars or even 3D animations. The length at that point in time becomes almost in material.
But, we still need to be good hosts. Think back to the cocktail party analogy – pretend you are inviting your prospects to have a conversation with you. You don’t want to be that person at the party who is oversharing. You just want to start with an initial introduction and allow your audience to make their own emotional decision.
Do I like this person or not?
Once they’ve made that decision, it’s easier to keep the conversation going. You don’t want to give your audience too much too soon. If you can remember that, you will be in good stead with your Boston video production content strategy.
How Long Should Your Videos Be?