Perfect Length for Video Animation:
Making a video animation that is able to generate the right involvement is the desire of all those who believe in the power of video marketing. If you have any doubts about what the ideal length of your videos might be, you’d better read this article thoroughly (and then ask yourself the right questions).
What usually happens when you talk about the ideal length of a video is that you end up early with reasoning on statistics and numbers. You’ll surely have heard that the average user’s attention collapses immediately after the first eight seconds of viewing. And you will also have read that the duration of the best performing videos on YouTube revolves around three minutes.
The conclusion, therefore, would seem rather obvious.
Short video always wins?
Answering this question is not so immediate. The fault, however, does not lie in the fact that complex explanations or reasoning are necessary, but simply that the question is misplaced.
It is certainly beyond question that the modern user favors short content that goes straight to the point.
This is not only valid for video animations, but also for blog articles. The people of the web have little attention, little time and billions of information to deal with every day. Today, to give an example, a person can keep himself updated on a certain topic through videos, social and blogs from any corner of the planet.
All with a handful of clicks.
In such a chaotic and congested context of communication, it is undeniable that short and synthetic messages have more possibilities than longer ones.
But the real question you should have, in fact, should not be about the minutes of your videos.
The right questions for an effective video animation
Trying to turn the scenario upside down, you’ll find that actually, the length of your video is not a question but rather an answer. What you should actually ask yourself, in fact, is contained in these two points:
What is the information your users are looking for? What kind of answer do you think you want to give?
For each topic, there are thousands of possible insights. When you decide to tackle a certain topic, the first thing you should check is not how long you talk about it, but what users expect to find.
Putting the needs of your audience at the center of your communication strategies is always the winning card, even in the case of videos. Do not forget.
Returning to the first question, therefore, we assume that people are looking for someone who can explain to them in depth how to do something they deem important. Well, in this case you are sure that they will also enjoy long videos, as long as they are rich in value and support. If, on the contrary, what they need is just a little ‘healthy entertainment, or details that do not require too many words, be as concise as you can.
If you intend to make a video that presents your services within a dedicated landing page, for example, try to put yourself in the shoes of your client: how much information you need to transmit to generate trust, clarify doubts and encourage people to contact your company? To answer the question, you must have your target in mind: who is, what you are looking for, what is expected of you, how informed you are on the topic of reference.
Example of video made by the Animata.it presentation created to explain an online booking service
Once you have identified the needs of your user the game returns to your hands, and here we pass to the second question. You may decide to respond with a 60-90 second video that knows how to intrigue or amuse: short duration, high emotional involvement and, most likely, limited depth. If you want to focus on providing accurate and meticulous information, do not be afraid to extend the length of your videos. In this case, you just have to be careful to keep the interest high for the duration.