How often do you finish reading an entire article? What’s the likelihood that you’re going to finish this one?…oh, awkward. Well, everyone agrees - attention spans are getting shorter and shorter. In fact, in a study by SumoMe found that only 20% of people read articles from start to finish. So that made me wonder, how does that translate to video, are people more likely to watch an entire video?
According to video experts, Wistia, the length of your video has a ton of influence on whether the audience will stick with it or not. They studied video length vs. engagement, thinking that the trend would look something like this…
…not linear, but some sort of exponential decay. However, after studying 564,710 videos and more than 1.3 billion plays for the research, Wistia found that the relationship between average engagement and video length (in minutes) actually looks like this…
There are four main takeaways they share with us based on their research:
- Videos up to 2 minutes get tons of engagement
- There is a significant drop off between 2 to 3 minutes.
- 6 - 12 minutes is sweet spot number two.
- Proceed with caution after 12 minutes.
What great information! Think critically about the video you are creating, or hoping to create, for your marketing, training, or sales efforts. Are they 90 seconds, 8 minutes, or a shocking 15 minutes? The very effectiveness of your content may rest on the length of video and as Wistia points out - at a certain length, every second counts.
See how effective a short video can be.
We made one for Southwest Airlines.See Video Now!