Most websites today have an introduction video on the home page. It is a great way to catch the attention of people visiting your site and convert them into a lead or customer. However, the length of the video can play a huge part if you're video works effectively. In this video, I am going to answer an important question – how long should my website video be?
Studies suggest that viewers lose interest in a video as the length increases. Viewer retention is the highest for a sixty second video while it sharply drops by about 78% when it reaches the two-minute mark. Usually only a handful of viewers will watch post two minutes. Hence, the sweet spot for a home page video is about 45 – 60 seconds. The video should be short, crisp, and clear. It should convey everything you want to tell the viewer in as little words as possible. It should also persuade viewers to take action like sign-up to your site or purchase a product or share the video on their social media channels.
The exception to the rule is if the video is on a landing page, where the website visitor has already been communicated to that the video content is going to be longer. For example, if you run an advert to a landing page with a webinar or tutorial video, then the audience would already be prepared to spend much more time learning about the problem they are trying to solve. We have seen successful webinars range from 5 minutes to an hour.
The length of the video is one out of many things to consider for a successful video marketing plan. If you would like to learn more tips like this on effective video marketing, don’t hesitate to get in touch!
