Videos are on every social platform. They range from short promos on Instagram to quick clips on Twitter to longer live streams on Facebook. It’s no secret that video engagement is rapidly increasing. From 2019 to 2020 there was a 31% increase in weekly video plays. Since March 2020, that number increased by 65%. This makes video marketing a priority. To get the most out of your video marketing strategy, however, you’ll need to keep video lengths in mind.
Since video is a huge part of its platform and ad network, Facebook allows long video lengths. For starters, live streams can be as long as 8 hours. Regular video uploads must be under 240 minutes or 4 hours.
Facebook recommends keeping business awareness content less than a minute long. For FB stories the limit is 20 seconds so anything under that works. If you’re uploading lengthier videos such as a series, live stream, or a skit, aim for 3+ minutes to maximize viewers.
Here, the shorter the better because you want to retain viewer attention. Videos posted to Instagram Stories or Reels can only be 15 seconds. Story videos can be looped together but the first few seconds are vital for watch completion. While feed videos can be up to 60 seconds those around 26 seconds perform well.
IGTV length varies on your following and verified status. For example, normally they allow between 15 seconds and 10 minutes. If you have a verified account or a large following IGTV allows up to 60 minutes. However, it is recommended to keep videos between 2 to 5 minutes.
Twitter still has a 280-character limit per tweet, so it is no surprise that its video capabilities also favor brevity. The max video length is 140 seconds. A recent study found that videos that ran between 43 – 45 seconds were more likely to be featured by Twitter and had the highest engagement rates in-feed.
These aren’t your typical social media surfers. Nearly three-quarters of business executives say they watch online videos every week. If you’re running video ads, keep it short, 15 seconds is ideal but go no longer than 30 seconds. The platform has a maximum length of 10 minutes, but the ideal length depends on your objective. For example, if you’re looking for brand awareness and consideration, LinkedIn says staying under 30 seconds has a 200% lift in completion rates. For targeted marketing, test longer videos as they help tell a more complex product or brand story.
Last but not least, THE network based solely on videos. Lengths here vary depending on what the viewer wants. There is a maximum of 12 hours per video, the longest of any platform. A minimum of 10 minutes has become more popular, which “coincidentally” is the point at which ads can be inserted. B2B videos should be 2 minutes or less. As for video ads, stick to 15 to 20 seconds.
What’s the Takeaway?
To truly understand the video length ideal for your brand, you’ll need to experiment and analyze. While it is generally best to keep videos short, long videos still give results. Remember to keep your videos, informative, visually appealing, and to the point.
Have questions? Contact the Integrity Media team. Put our 25 years of marketing experience to work for you. Your free consultation is just a call or email away.