HOW LONG SHOULD MY VIDEO BE?

When clients approach us and inquire about a video they want to make, one question they often ask during the planning stage is “how long should my video be?” The truth is there is no short answer to this question. We should to dig deep and find out the purpose and goal to make the video, the content included, the type of film, and the platforms you are showing.

Understand your purpose and intention
The first thing we would like to find out is the purpose of your video: Are you offering a new product and want to educate your TA about the features and benefits? Are you repositioning a long-standing brand and targeting to a younger demographic? Are you spreading a key message of an important cause?
Have a clear understanding of the purpose and intention will help us to set the goal, select the channels it will be displayed, and determine the content it should include. Use new product launch as an example, if it is a cutting-age product that has never-been-seen in the market before, then you may want to have a longer video to showcase all the wonderful benefits it can bring to people and the world. On the other hand, if you just want to catch people’s attention in a creative and eye-catching way then a short and concise video will serve the purpose.

Content Matters
Some of the top films in the history of cinema are well over 180 mins long; The Lord of the Rings: The Return of the King is 201 mins, Titanic (1997) is 194 mins, God Father II (1974) is 202 mins, and Gone with the Wind (1939) is 238 mins*! As you can see the length is not an determining factor of a successful video. A 1 min long video can still be long if the content is uninteresting and does not resonant with the audience. Having meaningful content with engaging storytelling is the rule of thumb for any video.

Set your goals
A well-defined goal is essential to an effective video strategy. Is your goal to increase views, likes, and engagement on social media? Or reaching out to potential customers at trade shows? Perhaps you want to raise fund for new projects? Your goal will determine who, when, where, and how, the four factors that ultimately shape the format, type, and length of your video. A narrative film may not be applicable if you only have a minute to pitch your new concept but may be more engaging then an explainer video at a fundraising event. Knowing your audience, understand the setting, and you can determine the most suitable video for your goal.

Know the specifics of each platform
It is perfectly normal for a feature film to be 90 plus mins long, but what if the video is for YouTube, Facebook or Instagram? Or it is a TV commercial? You must understand the guidelines of each broadcast platform. The max video length for Instagram is 60 sec. There is no length restriction on Facebook, however, the file size should not be over 4 GB. New platform like TikTok is limted at 15 sec, and Vine is capped at 6 sec. Each video platform has its own rules and we expect to see more and more platforms roll out as demand for video content continue to increase, so make sure you are familiar with the guidelines when you decide on your broadcast platform.

It is all about storytelling
There is no one golden rule to determine the optimal video length, because whether is a 15 sec commercial or a 120 min feature film, as filmmaker we should always focus on the storytelling and define the purpose and goal of the video, create motivating content, and understand the platform you are showing. This way we can not only help our clients to reach their goals but also make an impact in each and every film we make.

Footnote:
* https://www.imdb.com/list/ls071299996/