Behind the Lens Behind the Lens: Why Use Video? Part 2: Optimum Video Length We all have short attention spans. On average only 20% of us read articles. That’s why many organizations use video to deliver their message. Wistia , video hosting service wanted to know when viewer engagement begins to drop off? They compiled data from over half-million videos with over 1-billion plays. Here’s what they discovered. Videos up to 2-minutes had the best engagement rate. After 2-minutes, engagement drops significantly. For training, documentaries or narrative-driven stories, 6-12 minutes is the optimum time frame. However, after 12-minutes engagement did continue to drop off. In a previous edition of Behind the Lens, I introduced 4 video types Explainer , Demonstration , Personalized , and Testimonials . So, what is the optimum length for these? Explainer and Demonstration videos are generally 1-2:00 minutes. Personalized...
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