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.


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.

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