07/25/2017

Short Videos Fall Short

Longer, compelling videos create more engaged viewers

Throw out everything you thought you knew about online video engagement—the concept—or at the very least, be willing to challenge your expectations about what works for online viewers.

A new report from the online video marketing firm TwentyThree claims to “bust the myth”  that videos are most engaging when they last 90 seconds. An analysis of videos run on TwentyThree’s platform found that more than 80 percent lasted less than five minutes, but they turned out to be much less engaging than videos that ran 15 minutes or longer. Engagement surged when the videos lasted longer than 45 minutes.

(Engagement, by the way, refers to the ability of the video to captivate the viewer, so that they’re actively, rather than passively, watching.)

Please click here to read the complete article on Associations Now.