In this episode, Shawn talks about why videos made for social media should be no more than 2-minutes long. This episode itself was cut into 3 parts so it is short enough for social media, but is presented in the complete form for website consumption.

Transcript: 

Social Video Length

The other day I met a client who kept calling us requesting that all their Social Videos be longer than 2 minutes long. Every single one of them.

I’m like “Dude,” 2 minutes videos just don’t cut it anymore. I mean, if we look at the measurement reports that always come with all the videos:

  1. Facebook measures an engagement once a person watches the video past 2 seconds. And if we watch the graphs of all the videos, Viewership drops by 50% after the videos run for 5 seconds. And it keeps dropping until there’s nothing left even before reaching the first minute.
  2. Duration Allocation per Placement: Instagram Stories allocates15 seconds. Instagram itself is 1 minute. You can do long-form videos on Facebook Feed, but all other placements like videos streams are also 15 seconds.

This means that if we were to run a 2-minute video every single time, the only effective space in the entire video is just the first 15 seconds. Everything else is a complete waste.

It’s not that we don’t want to give you a 2-minute video. It’s just that people don’t consume videos the same anymore. 15 seconds is where it is, a minute is where it is. 2 minutes is a full-length Hollywood movie.

We’re not looking at you, but we’re looking at the Target Audience. What is it that they want, not what you want. How they consume, what catches their attention. These are the things that we’re looking at.

Recent Posts

Watsons: Rewarding Customers

The Challenge In line with their positioning as a more involved pharmacy brand, Watsons Malaysia introduced a new members loyalty program packed with various benefits for all types of users. But the attempt to give customers more benefits also amounted to complications with how they can generate the best value from it.    In 2018,…

Felton: Going International

The Challenge Felton came to Virtual Peddlers with two known evolutionary challenges. The first was that while Felton sold many high-quality plastic products to the mass market in Malaysia, very few customers knew they were using a Felton product at home. Secondly, it was difficult for their corporate sales team to approach clients for project…

Go Noodle House: Evolution of a Classic

The Challenge Go Noodle House, a once-prominent dining concept in Malaysia has over the years been rendered generic by the influx of copycats. Their Cost-Based pricing strategy, while a good method, in the beginning, led to them being unable to scale sustainably.    In 2019 and 2020, Virtual Peddlers Marketing started working with the company’s…

Corezone: Becoming an Industry Expert

The Challenge For the past decade, Corezone (short for Climbing, Recreation and Outdoor Equipment) has been the premier retailer of the world’s most cutting edge outdoor equipment. They include space-age clothing, ultralight gadgets, tents that can weather storms, and more. All the brands Corezone carries were a success across the world among hikers, mountaineers and…

Leave a Reply

Your email address will not be published. Required fields are marked *

Post comment