It's impossible to hold people's attention these days. The human attention span has shrunk so much that we are giving Goldfish a run for their money according to some studies.
There is no "one-size-fits-all" solution for video content on social media but there is some rough guidelines you should try meet. People are seeing more video content in more places by brands which is why people's attention spans are getting shorter and shorter while their expectations are becoming greater.
We have just 10 seconds to capture and engage the audience before they scroll down or click away. After that inital 10 seconds engagement in video drops considerably. This is why a snackable sized video (10-15 seconds) can be very effective.
There are 4 things you should consider when trying to determine the right length for your video content which are:
- What type of content are you offering?
- How and where the audience is viewing the video?
- What expecation does your audience have?
- What action do you want the viewer to take?
Here is a quick guide of how long your videos should be for social media.
Videos that averaged 26 seconds average the most comments and the expecation of users is that they will be watching something nice and digestable and little before.
Twitter's #VideoOfTheDay averages 43 seconds. Twitter users are used to short and sweet updates with the current 140 character limit.
Facebook users like the previously mentioned platforms prefer shorter videos before they scroll down or move onto the next piece of content.
The audience are here to look at video content and are more forgiving to longer in-depth content in comparison so the other social platforms.