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Leveraging Short Videos for your Brand


So you’ve decided to use the power of videos for your brand. You have the equipment and tasked someone to create video material for your social feed. What’s next? Now, you have to decide what kind of videos you want to make.

One Size Doesn’t Fit All

There are all sorts of videos you could make. You can live stream for your audience without any planning. Or you could take the time to create curated content. Your videos can be as short or as long as you want them to be.

But some videos work better than others when your goal is to connect with busy customers. In other words, shorter videos almost always get more views than longer ones. How short are we talking about? Around 2 minutes or less!

In fact, about 56% of video content is less than the 2-minute benchmark mentioned above. It shouldn’t come as a surprise that 9 out of the 10 most watched videos are less than 2 minutes long. As a matter of fact, most of these videos average little more than a minute.

So, why do short videos work?

Tiny Screens and Short Attention Spans

Shorter videos work for many reasons. Firstly, most people watch videos on their phones or tablets. These are really small screens – compared to say, a TV – and no one wants to watch an hour long video on a 5-inch screen!

Secondly, who has the time for long and rambling videos anymore? Busy consumers are trying to fit in a couple of relaxing minutes in between their work and other responsibilities. Long videos don’t stand a chance! Shorter attention spans in general means you have less time to say what you want. Research shows that 90-second videos have a retention rate of 59%.

So, keep your videos short and to the point. Connect with customers before they move on!

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