Ideally, the optimal duration for a sales video should be between nine and 15 seconds, although you can go up to 60 seconds in total. There are many factors that will help you decide the best length for your videos, so let's take a look at them one by one. As always, it's important to not use the maximum length of your video posts. For example, if you're running brand recognition videos for consumers with Facebook and Instagram ads, you should know that more than 80% of your viewers will be watching them on their mobile devices. A good sales video is an essential part of any company's sales strategy, as it can make or break the process.
You can go for longer videos on YouTube since your audience is there specifically to watch videos - that's the platform's goal. That said, if you prepare your viewers for it, they'll be able to enjoy longer content, such as webcasts and video podcasts with expert panels. This is not only because 87% of marketers use video as a marketing tool, but also because your consumers expect to see more of your video content. Longer YouTube videos are only effective in capturing viewers' attention if they're creatively recorded. Instagram is a social media powerhouse in its own right, and the app had been hinting at a video acquisition for years.
People generally prefer shorter video content across all platforms, which explains the rise of short-form video platforms such as Snapchat and TikTok. Platforms like Facebook and Instagram allow you to post longer stories, but cut the video into several stories for one video. First and foremost, as a visual platform, you'll need to double down on creating high-quality and creative video content for Instagram. For more complex stories that act like mini case studies, you may consider slightly longer videos. Although digital channels and social networks have similar distribution patterns, there are differences within each of them that you should take into account when planning your videos.
The engagement with your video will continue to decrease the longer it lasts, so be mindful of its length.