Shorter is Not Always Better…At Least When it Comes to Video Lengths in 2020.

by Kylie Stanley, Public Relations Technician

With being stuck inside for the past year, 2020 became the year of videos, making some businesses embrace a digital approach and adopt new methods of marketing. From this, we can look at the key shifts for video that happened last year.

The latest report from Vidyard looks at 2020 video completion rates and other benchmarks.

Here are the key findings:

Vidyard Business Video Completion Rates by Length May2021

The average length of business-related videos increased from 4 minutes in 2019 to just over 6 minutes in 2020. That said, the majority (60%) of videos produced for business purposes (such as to support sales, marketing and communication efforts) are 2 minutes or less, with 37.3% being up to one minute long and another 23% being 1-2 minutes long.

Vidyard reports that with the cancellations of a majority of in-person events, videos over 20 minutes long saw an increase of 66% over 2019. It also pointed out that videos between 2 and 10 minutes have also increased, presumably “leaning on the trend of frictionless, self-service buying experiences to provide educational content to prospective customers upfront.”

With video content increasing, we need to keep in mind people’s attention spans. If you’re producing long-form videos, consider making simple cuts to keep your audience engaged or trim the video down.

Video is a powerful medium and adds value to your business.

Did video length for your company’s videos increase last year?

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