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[Debbi Bressler]

I don't know about you, but I have suffered through an unbearable number of videos lately that simply drone on and on.  The authors can easily take four sentences and turn it into an abridged version of War and Peace.

While I can scan sales pages and blog posts, such is not the case with audio and video. My guess is that a lot of people just leave because they can't invest the time hoping there is "good stuff" ahead.

For those of you using and testing video, what guidelines do you use in determining the length and content of your videos?  My guess is more - shorter - videos illustrating important points, rather than a long video encompassing the kitchen sink...but I have no statistics to back that up.

Any experienced videographers out there who can shed some light and provide some counsel?

Debbi Bressler

[Lisa Preston]

My personal preference is to have short videos - definitely under 10 minutes if possible. I like to begin with a short sentence or two on what will be covered, and prefer a format (when instructional) that delivers in point form.

If it's an interview, I like it to be around 30 minutes, and I like to give a copy of topics or questions to the person ahead of time, so there's no wasted moments while they try to think of the answers - they already know.

Often there are much longer videos - instructional AND interview style... but I find there's no reason with the ease in which people can edit video now, that instructions can't be offered in smaller chunks with the option of the longer, unabridged version for people who want it.

Same with interviews. A great interview could conceivably go on for two hours, but in that time, I would bet that there were parts that went off-topic, rambled on, got confusing... there's no reason with a bit of editing that it couldn't be tightened up to keep all the "gems" and toss the garbage. Again, offering the unabridged version for those who want it.

My two pennies!!

[John Ritz]

From a marketing perspective, the shorter ones tend to outpull the longer ones, with a few caveats. The same message has to be presented (and the same hot buttons). You need a compelling call to action, and all the things that make great salesmanship in print (except this is in video form, so there's audio AND video).

Here's a test I did not too long ago. Two videos with essentially the same message were tested head-to-head, to see which one converted better. The shorter (approx. 2 minute) version won by sixty-something percent. I don't have the numbers in front of me, but that's about right.

Here they are:

http://www.copywriters-toolkit.com/video/headlines (2 min version)

http://www.copywriters-toolkit.com/video/headlines2 (7 min version)

The 2 min version also loaded more quickly.

Now content vids can be a different animal altogether. But you should still keep in mind the overall purpose of the video. What is it you want them to do with it?

Start there and everything else will be a whole lot clearer.

[David Thompson]

Debbi, you're not talking about the latest guru
trend video salesletters, where they go on and
on about their dog and cats and all the cars with
all the other nonsense.

These one tends to go on for ever I saw one with
Keith Wellman, Mike Filsaime and Michael Cheney
man those hurt...

--David 

[Josh Anderson]

For sales page videos my goal is 1:30 or less and max 3 minutes. If I can get a powerful compelling and response boosting message off in 30 seconds then that is even better!

So many people think just by adding video to a site you are improving it... but they are forgetting that brevity and a compelling message is the key and they think they are the new star of some half hour sitcom and need to ramble on.

For instructional videos... I think the Youtube 10 minute benchmark is best... recently began retraining my self on brevity in my instructional videos... by posting a few to youtube that I had to limit to 10 minutes it helped me retrain my self to improve my brevity and focus on the content that matters.

Even if you have to go over 10 minutes you should probably break the videos into segments so that they are easier to consume, navigate, and come back to later.

The thing to remember is that there is no longer such thing as attention span online. People simply want the meat.

Any additional content beyond the meat must be mesmerizing, compelling beyond the norm, or truly entertaining.

So ask your self... if it is not part of the meat of the message is it mesmerizing, compelling beyond the norm, or truly entertaining...

It it is not is has no business being in your video and will only decrease response.

[Virginia Culp]

For sales page videos my goal is 1:30 or less and max 3 minutes. If I can get a powerful compelling and response boosting message off in 30 seconds then that is even better!

Completely true Josh.  Call it ADD or whatever you want - but get to the point FAST, or visitors bounce away.

Ginny

[AndrewCavanagh]

Got to agree 100% with Josh here.

1-3 minutes and under 2 minutes being best unless it's content and your visitor has come to the page where your video is eager for the content.

Even then you're probably best aiming for that 3-10 minute range.

You could have more than one video and give each an enticing headline if you have to go over the 1-3 minute mark for non-content video or over the 10 minute mark for content videos.

Upload time is still an issue.

Many online marketers forget that a high percentage of their site visitors are not able to watch their videos clearly without letting them upload first.

So short videos are more likely to get watched.

Kindest regards,
Andrew Cavanagh

[KenCalhoun]

Good points re length of 3-10 minutes max is a good rule of thumb.
Note that infomercials on tv are 28.5 minutes long (3 pods of 9 mins each),
though internet users tend to be more active and click-happy.

My best-converting video is well over 12 minutes, doing hundreds of Ks in sales,
but I like to keep them under 10 minutes max. 

Note that like salesletters, "short is not always best", especially if you have
a sizzling-hot, content packed, engaging video promo spot.  Most online videos
are of abysmal quality however, including the guru launch ones, and should indeed
be shorter, because they're not professionally produced...

Infomercials are great to study.

-k