When Melbourne companies approach Dream Engine to create a video production for them, whether it is a live event video, training video or corporate video, one of the first points of discussion is about the length of the video.
Viewers have ever-diminishing attention spans. There are a range of distractions competing for their focus. It’s more effective to hold the attention of a viewer with your video production for a short period of time and have them watch the whole video, than it is to hold their attention for a long time, only to see them turn off half way.
By viewers watching your full video production, you will take them on a journey. You can raise issues in the earlier part of the video production, and then sum up and provide answers in the second half.
So the key when deciding on the length of a video is, wherever possible, to keep it short. But not so short that you would not be able to include all of the required information.
Another factor determining length of the video is how motivated the viewer is to watch it. The perceived benefit in the mind of the viewer of continuing to watch the video must outweigh the attraction of turning off the video to take part in another activity.
Viewers may have more patience in persisting with a longer video if it contains information they’ve sought out that is not readily available elsewhere – for example, a lecture event video from an expert, or a training video relevant to how they work.
Test your video using a sample that represents your target audience and note their feedback. It will be a good indication as to whether your video production is the correct length.
Ryan Spanger is one of Melbourne’s most respected and sought-after video production professionals. Ryan founded Dream Engine in 2002, and specialises in helping medium to large corporates, government departments, and the non-proﬁt sector to connect with their audience more effectively by using video.