Video content will account for 80% of all internet traffic by 2019 according to Cisco which is a huge rise from the already massive 64% in 2014.

With this much video content online, how do you make yours stand out? And even more so, stay engaged?!

 

 

Man sleeping whilst watching a long video

With humans attention span getting shorter and shorter, engagement is becoming more and more of an issue. Luckily for us, there have been many studies to see what the optimum video length is.

 

The perfect time for a video is up to 2 minutes. Studies show that a video within this length has the best engagement and this coincides with the fact Ericsson believe that 55% of mobile traffic is video. So it’s best to assume your audience is on the go and doesn’t have the time or attention span to watch your 15 minute long video.

Longer Videos

This being said, some messages cannot be shorten to fit into this small amount of time. That’s fine, we have an answer for that too! A long video is still better than no video at all, and although engagement does go down compared to the 2 minute mark, there is still a prime length of time. Between the lengths of 6-12 minutes the engagement of the audience doesn’t change.

 

It seems that when the audience reaches the 6 minute mark they are invested in the video, but anything longer than 12 minutes is just a bad idea…

 

Online video has become an important part of sales and marketing for business to business organisations, with 96% surveyed in Web Video Marketing Councils saying they now use video marketing and have seen positive results.

Office filled with people watching videos
So there you have it, the perfect time for a short video is up to 2 minutes and after that every second counts. Anywhere between 2 – 6 minutes and you’ll be losing engagement rapidly, but for long videos the time between 6 and 12 minutes won’t make a difference. Although, SumoMe found out that only 20% of people finish reading an article so this conclusion seems pointless now.