Just like in the blogging world, there’s a debate going on about what is the perfect length for B2B videos in marketing. Should they be short or long? Our attention spans are getting shorter by the day, so finding the sweet spot between attention and engagement is challenging.
Wistia, the video production company, did a study and found that the longer the video is, the shorter the engagement level is. And while there’s a significant drop-off in engagement after the two-minute mark, engagement levels stay pretty consistent after that.
So, if you or your B2B clients are using video in their marketing campaigns, what’s the right length? Let’s take a closer look at four factors that can impact engagement and how they influence your videos.