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Picking the Perfect Length for Your Business Video

Posted by Hope Horner on Jun 22, 2015 6:59:27 AM

Business videos are highly specialized. But when you take away all the extraordinary features of the medium, what you will find is marketing first, and videos for your business second.

This is known as a "context." If your audience is aware of your context, you've overcome the first obstacle.

On the Internet, no matter what you are showing off, whether it is a book, a game, a new podcast or a mobile app, you have about eight seconds to get the attention of whomever you are trying to sell your products. Eight seconds isn't a very long time. It can be long enough, however, to get enough of your point across provided you understand you are marketing first and making videos for your business second. The length of your video will dictate what you can say in eight seconds. If you want to cover more complex topics, consider using a channel to create a series instead of one video.

See Also: Is Your Business Video a Commodity or Investment?

No matter what their length, business videos can rapidly become overwhelmed with detail. There are often so many things you need to get across to your customers that the overall presentation becomes a muddy soup of nondescript and out-of-focus messages that are as confusing to your audience as your business was before they started watching the video!

Confusion is anti-marketing. Your job is to make your message clearer, not to leave your audience wondering what you just said. When you start making a concerted effort to get confusion out of your presentation, you will quickly find your video will start getting closer to its proper length. This is your content strategy. The upper limit on most Internet attention spans is 90 seconds. If you're lucky, you might find someone willing to invest as much as two minutes in your video, but beyond that, unless you are broadcasting a television series, you've lost your audience.

This is where you have to be skilled in the art of peeling away all the fluff and focusing on your message so relentlessly that no matter what you say your video can't get any longer than 1-2 minutes. That will guarantee the maximum impact in the least amount of time and get it in front of the largest possible audience. When those three factors are properly balanced, your video will shine.

Give us the word, and we give you the world. Lemonlight wants to help your business video explode onto the scene! Give us a call or an email today!

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