Why Shorter Corporate Web Videos are better than One Long VideoWritten by Tim Lewis on 05.28.15
When creating a corporate video (or any online web video for that matter), length matters. Today’s viewers are becoming more time-conscious, so when it comes to web video, the shorter the better. People want information straight to the point that doesn’t waste precious time.
At Mastcom, we believe there are a couple reasons why shorter corporate web videos are better than one long video…
Shorter Videos Capture (and Keep) Your Audiences’ Attention
It’s a fact: shorter videos tend to capture viewers’ attention better than longer videos. Why? Because when people see a video that can be watched in a manageable amount of time, they pay closer attention to the content. Long videos tend to be overwhelming and are harder for people to pay attention to through its duration. If you know you have to sit down to watch a 15 minute video, you tend to keep checking the clock to see “how much longer” instead of just watching the video.
Longer videos tend to be overwhelming both time-wise and content-wise. As the expression goes, “time is of the essence”. Professionals get impatient when they have to watch a long video. There are other things they can be doing or need to get done and a video shouldn’t take up too much of their time. Videos are also overwhelming when they are too long. People can only retain so much information in one sitting. Keeping videos shorter will ensure your audience is getting the information you want them to receive as well as the information they need.
You Have More Usable Content
Creating shorter videos instead of one long video gives you the opportunity to create multiple videos on one topic. This in turn gives you more bite-size useable content. By 2017, Brainshark estimates that 74% of all internet traffic will be video. That’s almost three-quarters of all Internet traffic! With this in mind, it’s best to create shorter corporate videos, and more of them. Taking a long video and strategically breaking it into shorter, more specific videos will not only provide you with more content, but it will also help improve your SEO. Consistently creating and sharing content online improves SEO and can help establish your business as a thought leader in your industry.
Here are five short tips to shorten your videos:
- Create a plan for your videos before shooting. If you are editing a long video into shorter segments, plan the order of the videos and what will be covered in each video. Creating shorter videos doesn’t mean you have to remove important content, so make sure every topic you want covered is included in the videos you create.
- Try to keep videos under two minutes. Wistia found that the completion rate for a 30 second video is close to 90 percent, but it drops to barely 50 percent once the video hits the 2 minute mark.
- Put the most important information at the beginning of your video. Most videos lose viewership as time progresses, so if there’s something you really want people to know, it’s best to include at the video’s beginning.
- Be specific. Make sure every shot of your video contains new, specific information. If people aren’t getting useful information, they will stop listening or watching your video entirely.
- Keep your videos personal and interesting. Shorter videos don’t mean you have to be robotic or seem less human. Present your information in a personal way your audience will actually enjoy and be engaged in from the moment it starts to the very end.
There are a number of reasons why shorter corporate web videos are better than one long video. If you are unsure how to break your long video down into shorter videos or would like to speak with an experienced video professional, we’re here to help!
Tim has been in the media production industry since his days as a U.S. Navy shipboard news anchor in the 1980s. Tim has a BA in Visual Communication from the University of Minnesota School of Journalism and Mass Communications. He has been President of Mastcom since 2002.