People are consuming videos at an alarming rate, Cisco states that in 2022, online videos make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. So by this logic, if your business wants to respond to your next customer’s buying behavior, you should be making lots of videos.  But what is the optimal length of a business video?  In this post, we will dig deeper into “how long should a business video be” and some of the best practices to incorporate these into your content marketing strategies.

From a marketing perspective, Oberloo studies show that 54% of consumers want to see more video content from a brand or business they support, this goes to show that the demand for video content is also increasing.

The Golden Rule in How Long Your Business Video Should Be

So if you are of the mindset that making one video is not a business video marketing strategy, then you will be planning to create many kinds of videos across your sales and marketing channels.  Here’s a pro tip on how long should a business video be – “Never make a video longer than it has to be.” 

That means the business objective of your business video will dictate how long should videos be.  For example, the higher-end of the funnel videos like social media videos and advertising videos should be on the shorter side. Whereas middle of the funnel deeper the funnel videos like thought leadership videos, promotional videos, product overview videos, or service overview videos can be a bit longer (can you really explain something in 30 seconds to a minute? You will probably need a longer time).  And final consideration videos like case studies videos or videos about your processes can be longer.  As buyers move deeper into the funnel they become more invested in making a decision from you and will spend more time watching videos.

But won’t buyers read?

More and more people are on the lookout for business videos like sales videos, video FAQs, website tutorials, animated explainer videos, and promotional videos because of ease of consumption and the visual representation that makes it easy for people to understand a concept, the benefits of a product, service or a process.

The traditional way that buyers have gotten information is by reading or talking to somebody in your organization.  For better or for worse, buyers don’t want to do that in today’s information-rich digital world.  Some organizations like Thomas noted that buyers are 80% thru the buying process before they even reach out to an organization.  This means that buyers want to do their research on their own and on their own time.

Buyers want to watch videos because they know it gives them the most amount of information in the shortest amount of time. And even better for you, video is the only way to show your people, facilities, products, and services and clearly explain your processes in an easy-to-consume, share, and enjoyable way for buyers.

Video Marketing Strategy for the Length of a Business Video

Are you thinking about the video length best practices and the impact that video can have on your marketing efforts?  Some research shows that:

  • HubSpot sees the most engagements on YouTube videos that are about 2 minutes. 
  • The average length of all business-related videos is just under 10 minutes – Vidyard
  • Studies show that Wyzowl found that 78% of marketing professionals say company videos have directly increased sales. 

For a quick representation, your business funnel can be strategized like this:

  • Brand and Awareness Videos
  • Lead Conversion Videos
  • Nurturing Videos
  • FAQs Videos
  • Sales Videos
  • Thought Leadership Videos
  • Case Study Videos
  • Testimonial Videos
  • Process Videos

That’s a big foundation of video content to support all those parts of your marketing and sales mix.  So don’t start with the question of ‘how long should a business video be’ but rather start with ‘what’s the best type of online video content for your sales, marketing, and communication objectives.  Thus starting with the type of video content that will best support the current business initiatives, will dictate how long your business video should be.  

A video marketing agency can help you strategize your video marketing strategy and plan to execute the video length best practices in mind.  And deliver all that you need without hurting your pockets.

Are you ready to upscale your business video marketing?

So, the best type of online video content for your business really depends on your other marketing strategies and your other sales strategies to make sure that video is a piece of that communication mix.  Indeed, video is the new preference of the majority of buyers and all businesses should innovate for their long-term content marketing strategies, with the help of a video marketing agency, you could achieve the video length best practices as well.

If you make your content compelling, succinct, and informational driven that your customers will get the information they’re looking for, they’ll watch it. And then they will be more educated and more informed about your company’s products and services than they were without watching the video. 

If you need help in creating your first video, or maybe it’s your 50th video, or you’re looking for help to build a video strategy, come to MultiVision Digital.  We’ve produced over 1,200 business videos and specifically focused on quality video content that drives your return on investment. 

Fill out our contact us form or give us a call (646) 319-8609.

See you in front of the camera!