When is 5 Less than 1?
At the end of a 5 minute video, less than 30% of your audience may remain. It may be as low as 10%.
The power of one video can be incredible. Sometimes we need 5 minutes or more to convey the history of the business, the multiple features of the product, or the customers who love us.
But do today’s viewers want to wait for it? The vast majority of B2B videos retain just 15-20% after 5 minutes. Meaning, with 100 viewers, only 15 may ever reach the end where your call to action lives. Whereas a 1 minute video can easily retain 93-95% of the starting audience!
Houston Video has found time and again that shorter content leads to more conversion. But this doesn’t mean a short message with no depth. Instead, we recommend splitting the message into multiple smaller, shorter videos covering each idea. Doing so even results in additional benefits:
- Freedom of Choice – Customers can immediately “jump” to the two or three parts of the story they are interested in, in the order they want to hear it.
- Multiple Posts – Five 1 minute videos gives you five fresh new pieces of content to post. This could mean several weeks worth of social media posts, blog articles, or e-mail blasts talking about your new content.
- Suspense – Stay Tuned for Part 2. Continued in Part 3. Both phrases emotionally connect the audience to your next release.
- Faster Turnaround – The longer a video is, the more time consuming it can be to script, schedule, and edit and make through the revision process.
Are short videos always the solution? No. But it’s just a strategy we consider when trying to design content to help you get the most views.
