One of the most common questions clients ask when planning a new video is how long it should be. The answer depends on the type of video, the viewer’s motivation, and where the video will be watched. Attention spans are limited, and viewers have plenty of competing distractions. A well-planned video respects the viewer’s time and delivers a clear message without dragging on.
At Dream Engine, we guide clients through this early planning decision, whether they’re creating a live-event video, a training resource, or corporate communication. The goal is always the same: create a video that people will watch to the end.
Keep It Focused
Shorter videos are usually more effective because they encourage viewers to finish them. When someone watches your entire video, they follow the complete story arc — the problem, the ideas, and the conclusion. If the video is too long, most viewers won’t make it to the end, and your key message gets lost.
But shorter doesn’t mean rushed. Your video still needs enough time to cover the essential information. The craft lies in trimming anything that isn’t serving the main message.
Consider Viewer Motivation
The ideal length also depends on the viewer’s level of motivation. Someone watching a quick brand video on your homepage has very little patience. Someone watching a detailed explanation that helps them solve a problem may be willing to stay longer.
- Corporate or brand videos: 60–90 seconds is a strong target for general audiences.
- Event highlight videos: 1–3 minutes.
- Training videos: Longer formats work when the viewer is highly motivated.
- Expert presentations or lectures: Viewers will watch extended content if the information is valuable.
Match the Length to the Channel
- Website homepage: Keep it short and engaging.
- LinkedIn or social platforms: Shorter cuts perform best.
- Internal communications or training portals: Viewers stay longer because the content helps them do their job.
Test and Refine
If you’re unsure, show a draft version to a small group that reflects your intended audience. Their feedback will tell you whether the pacing feels right and if anything drags. This is often the clearest indication of whether the video is the correct length.
Final Thoughts
The most effective videos deliver their message clearly and with purpose. Focus on what the viewer needs to know, and design the video to guide them through that journey from start to finish. Once you do that, the exact duration becomes much easier to determine.
Video Length – Frequently Asked Questions
How long should a corporate video be?
The ideal length depends on the type of video, the viewer’s motivation, and where it will be watched. For most corporate or brand videos aimed at a general audience, 60 to 90 seconds is a strong target.
Is shorter always better?
Shorter videos often perform better because more viewers watch them to the end. However, shorter does not mean rushed. The video still needs enough time to clearly communicate the key message without unnecessary filler.
Does video length change based on viewer motivation?
Yes. Viewers with low motivation, such as someone browsing a homepage or social feed, prefer shorter videos. Highly motivated viewers, such as those watching training content or detailed explanations, are willing to watch longer videos.
How long should event highlight videos be?
Most event highlight videos work best between one and three minutes. This allows enough time to capture the atmosphere and key moments without losing momentum.
How does the platform affect video length?
Platform matters. Homepage and social videos should be short and engaging. Internal communications, training portals, and presentations can support longer formats because viewers are watching with a specific purpose.
What if I’m unsure about the right length?
Testing a draft with a small group from your intended audience is often the best guide. Their feedback will quickly reveal whether the pacing feels right or if sections can be tightened.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne-based video production company established in 2002. With more than two decades of experience, Ryan has helped leading Australian businesses, government departments, and non-profits communicate their message with clarity and impact through video. He’s known for his strategic approach, reliable process, and commitment to producing videos that deliver measurable results.
