How Long Should my Business Video Be?Video Production
Every day someone asks us how long their business video should be.
Some of our clients want their videos to be one minute long. Others don’t want it to be longer than 90 seconds.
Over the last eight years, we have produced over 400 videos. Our experience has taught us something really counter-intuitive: the length of your video doesn’t matter!
Or, rather, it does. Just not for the reasons you think.
It’s all about video engagement!
Video Duration is less important than:
- Story quality.
- Video quality.
- Content quality (value).
- In my professional opinion, story quality matters most.
It’s the story that has the power to engage your audience, especially if they’re not part of your current target market.
Use the “Story Formula” for better Engagement
We have a successful formula for storytelling and we rarely deviate from it. It has four parts:
It’s the desire of a character or a business that sets up the story. It could be personal desires. It could be business desires. A story needs active characters, but without desire, no one moves, no action takes place.
2. Inject Conflict
Conflict is crucial, whether a business or personal one. Without it, there’s no reason to bring in a solution and no reason to drive the story forward.
3. Journey & Solution
Desire and conflict sets us up to show the journey and introduce the solution. This is usually the part that audiences find exciting and it’s a key ingredient to showing the growth of the character or the business.
4. Results or Outcomes
Introducing the solution to the problem is not enough, we also need to show results. The results tie the whole story together and gives good closure to the narrative.
This is a basic storytelling formula–you probably recognise it from all the best movies you’ve seen, from cinematic classics to recent summer blockbusters.
Here’s a Customer Story (Case Study Film) we recently produced. Notice how we made deliberate use of our formula. If you pay attention, you will notice all four elements: Desire, Conflict, Journey & Solution, and Results.
So, when you’re thinking of creating content to engage your audience, don’t start by thinking about the duration of your video. First, make sure you’ve got a good story. Then, make sure you’ve got quality video and content.
Don’t just assume that what really sells is a short 60 or 90 second video.
And if you don’t believe me, well, just think back to the films you’ve seen, from short television ads to the three-hour cinematic epics.
If those films delivered a good story, valuable content, and fantastic visuals, then duration was secondary–you didn’t wish that great commercial would last an hour any more than you wished your favorite movie was only thirty seconds long.
About the Author
Corné Lategan is the Co-Founder and a Executive Producer at Bizvideo. In his down time he enjoys hanging out with his wife & doggie, family, playing squash & golf and traveling the world. He's been in the industry since 2007 & obtained a Bachelor of Film & Television at Bond University.