Video Length: How Long Should Your Corporate Video Be?

When clients first come to us, they either have the exact length of their video in mind or they have no idea, but its one of the most critical factors to consider. For an online environment saturated with content, a few seconds can be the difference between a captivated new lead and a costly skip. The simple answer is, there is no single magic number. The perfect video length is not a fixed duration; it’s a strategic decision based on the goal you want to achieve.

The general rule of thumb is that your video should be as short as possible. You should never fill your video with unnecessary content or what we call “shinfo” that the audience won’t care about. The video should have an objective and you should spend the minimal amount of video length to achieve it. You don’t want that “that meeting could have been an email” vibe which simply results in a skip. Stuffing your video full of every single piece of infomation that you possibly can just turns it into a blubbery mess. However, things aren’t as black and white as this.

The better, but longer question is:

“How long will my target audience give me to deliver a valuable message in a specific context?”

The Golden Rule: Time is a Transaction

Before we discuss platforms or funnels, let’s establish the fundamental principle of video marketing….

Your audience’s attention is their most precious commodity. When they click ‘play’, they are entering into a time transaction with a piece of video content, and by extention; your brand. They aren’t paying for a cinema ticket to see your video, they are paying with their time instead, and in return, they expect, and deserve, something of value.

The value could be:

• Education: A clear answer to a complex problem.
• Entertainment: A story that engages and resonates emotionally.
• Inspiration: A vision of what’s possible for them or their business.
• Utility: A practical demonstration of how to do something better.

The longer your video length, the greater the value you must provide to make the transaction worthwhile. A 15-second social ad only needs to pique curiosity. A 10-minute case study needs to deliver profound, actionable insights. If the value isn’t there, your audience will leave. The length and quality of your video isn’t worth their time.

It’s Not One Video Length Fits All: Context is King

Where your audience encounters your video dramatically influences their willingness to watch. Someone scrolling through their LinkedIn feed during a coffee break has a vastly different attention span to a senior manager actively researching solutions on your website.

Think about the environment:

• Social Media Feed (e.g., LinkedIn, Instagram): Viewers are in discovery mode, scrolling quickly. You have 3-5 seconds to earn another 15. Video length should be short, visually interesting, and deliver their core message instantly. Think 15-60 seconds.
• Website Homepage: Visitors are trying to quickly understand who you are and what you do. An “About Us” or brand overview video should be concise and impactful. Think 60-90 seconds.
• Dedicated Product or Service Page: The audience is here for a reason. They have a specific interest and are willing to invest more time to understand your offering. Think 2-5 minutes for a detailed explainer.
• Email Campaign: The video is the centerpiece. Its job is to nurture and persuade. The length can vary, but it needs to be compelling enough to justify the click-through.

Matching Video Length with the Buyer’s Journey

The most effective way to determine video length is to align it with your audience’s position in their decision-making process. Marketers often refer to this as the Buyer’s Journey, a term popularised by HubSpot. It’s the active research process someone goes through leading up to making a significant decision.

However, the name “Buyer’s Journey” can be misleading. This framework isn’t just for when an audience is looking to buy a product. It applies to any high-consideration action: the journey a potential employee takes before they apply for a role, the process a supporter goes through before they donate to a cause, or the steps a professional takes before they sign up for a service.

It maps the different stages of interaction your audience has with your brand before they decide to commit. By understanding which stage a viewer is in, you can create a perfect video length and style to meet their specific needs.

Stage 1: Need Recognition

This is the “aha!” moment. Your audience becomes aware of a problem, need, or opportunity. They might not know how to solve it yet, but the seed of a challenge has been planted. Your goal isn’t to sell; it’s to empathise and validate their feeling.

• Audience Mindset: Just realising they have a problem. They are feeling a pain point but aren’t actively seeking solutions yet.
• Objective: To grab attention and make the viewer feel understood.
• Video Length: Very short. Under 45 seconds.
• Video Types: Short, emotionally resonant social media videos that frame the problem (e.g., “Struggling with X? You’re not alone.”).

Stage 2: Information Search

Once the need is recognised, the search for answers begins. Your audience is now actively seeking information to better understand their problem and the potential solutions available. They are hungry for knowledge and value.

• Audience Mindset: Actively researching and learning. They are looking for expert, educational, and helpful content, not a hard sell.
• Objective: To educate and position your organisation as a credible, trustworthy authority.
• Video Length: Medium. 2-5 minutes. Viewers at this stage are willing to invest time to get valuable information.
• Video Types: Explainer videos, educational webinars, “how-to” guides, and videos that break down complex industry topics.

Stage 3: Evaluating Alternatives

Your audience now understands the potential solutions and is comparing different providers or options. They’re weighing up the pros and cons, looking at features, and trying to determine the best fit for their specific needs. Is there another charity out there that more specifically deals with an issue I care about? Is there a better employee out there closer to where I live? Could the climate tech that I’m interested in have a cheaper alternative?

• Audience Mindset: Comparative and analytical. They are looking for differentiators and proof of value.
• Objective: To clearly showcase your unique value proposition and build trust by demonstrating results.
• Video Length: Medium to long. 3-7 minutes. Detail and evidence are crucial here.
• Video Types: Product or service demonstrations, detailed case studies, comparison videos, and feature-breakdown videos.

Stage 4: The Decision

The choice is imminent. Your audience is on the verge of committing, but they might have last-minute questions or need a final nudge of reassurance. The focus now shifts from logical arguments to emotional confidence.

• Audience Mindset: Looking for validation and social proof. They want to feel confident they are making the right choice.
• Objective: To overcome final objections, build emotional connection, and make it easy for them to take the final step.
• Video Length: Varies by type. 60-120 seconds for testimonials, but can be longer for in-depth FAQs.
• Video Types: Powerful client testimonials, “Meet the Team” culture videos, and FAQ videos that address common concerns directly.

Stage 5: Post-Decision Behaviour

The journey doesn’t end once the decision is made. This final stage is crucial for retention and advocacy. Your new client, employee, or donor wants to feel good about their choice. Your job is to reinforce that they made the right one and to support them moving forward. Don’t abandon them as soon as they choose your brand.

• Audience Mindset: Seeking confirmation and support. They need to know how to get the most value from their decision.
• Objective: To delight, onboard, support, and turn your audience into loyal advocates for your brand.
• Video Length: Highly variable. A personal thank you could be 30 seconds, while a detailed training tutorial could be 15+ minutes.
• Video Types: Onboarding video tutorials, advanced user guides, personalised thank you messages, and exclusive content for new members or clients.

The Secret Weapon: A Multi-Video Length Approach

As you can see, trying to create a single “one-size-fits-all” video length is a recipe for failure. A two-minute video is too long for an Awareness ad on social media and too short for a Decision-stage case study.

But here’s the thing. There is no rule that says you can only have one video for your campaign. And multiple videos doesn’t neccesarily mean a huge budget increase.

The most successful organisations don’t think in terms of a single video length. They invest in a suite of video assets – a strategic library of content where each piece is purpose-built for a specific audience, platform, and stage of the buyer’s journey.

For example, a single project could yield:

• A 15-second teaser for social media (Awareness).
• A 90-second case study summary for your website (Consideration).
• A 5-minute in-depth client interview for your sales team to share with warm leads (Decision).

This approach maximises the value of your investment and ensures you are delivering the right message, to the right person, at the right time. Having video content at every single stage is not essential, but it is an effetive hand holding strategy that follows your target audience as you convince them to make their decision.

Final Thoughts: Strategy Before Stopwatches

Stop asking “how long should our video should be?” and start asking “who are we trying to reach, and what do they need from us in their current context that offers value?”

When you focus on providing genuine value that respects your audience’s time and context, the optimal length for your video becomes clear. It’s not about cutting content to fit a stopwatch; it’s about shaping your message to create a powerful, persuasive, and profitable viewer experience.

Ready to develop a video strategy that respects your audience’s time and drives real business results? Contact our team today for a free consultation.