What is the perfect length for an expert content video? February 2015
In this paper:
How to measure the success of video Analysis of existing video research Primary research of video engagement Conclusions and recommendations
Introduction It is the intention of every company to get its message in front of its clients for the maximum amount of time possible with maximum impact. The landscape for online video is rapidly evolving and becoming increasingly difficult to decipher. Much of the misunderstanding results from the confusion between viral YouTube videos that reach millions and the non-viral business videos targeted to smaller audiences. Too often, there is a transferred assumption that the ‘viral’ format should be the case for all videos, including business-tobusiness or training videos. General perception is ‘short is sweet and long is lax’. However, is this true in practice? While the trend seems to be for shorter videos, in many cases people actually want to watch longer ones. In exploring this issue, the following question arises: why are people watching video in the first place? This paper seeks to provide an overview of how to interpret the success of online video and explores the impact of different video lengths on viewing time and engagement rates. It segments videos into three groups: promotional videos, informational videos and eLearning videos. This paper seeks to move away from judging success based on clicks and average view time, to study ‘engagement’ (average view time as a percentage of video duration) and see how it varies with video length. Engagement tells us the percentage of the video watched – regardless of length.
Empirical Evidence There are a number of general studies examined for this paper that primarily cover consumerorientated video production and distribution. These have been combined with new primary research generated by asset.tv, covering business-to-business expert content, to create a more complete picture. For this study, only viewer behaviour from the point at which a video has already been selected is considered. Clearly, there will be decisions made by the viewer prior to this (and many potential viewers will have elected not to watch the video). The title, content, relevance, device used to watch a video and brand trust will likely affect any viewer decision. And of course, video length can play a part prior to selection for good or bad. For example, if you are sent a short video clip, you will have automatic assumptions about the quality, gravity and relevance of that clip – does short mean sales pitch? And, if the video is excessively long, does that mean dull and boring? Optimum video length needs to be determined to deliver maximum engagement.
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Studying the available evidence In December 2014, a study of existing research on video length was undertaken to help to establish a perspective for optimum video view times. Three key findings are revealed: 1. Start with a bang - once hooked, they won’t let go It is imperative to command the viewer’s attention. Studies from viral videos show that 20% of viewers will click away from a video in ten seconds or less.1 This claim resonates throughout the industry; London based MWP Digital says the question is, “How much information do you need to get across in the video? In order to engage users, it is important to make sure your facts are stated in the first ten seconds”.2 However, there is a danger in transferring the assumption that this ‘10 second rule’ will apply to all video lengths and types. That does not appear to be the case. In a study from Massachusetts-based Wistia, they show initial video-validation time is best considered as a percentage of the video length.3 In the graph below, it is apparent that for longer videos, drop-off rate occurs over a period of time longer than the first ten seconds. In fact, for a 30 minute video, it is one and a half minutes. More interestingly, viewers who do not click away after the opening tend to stay engaged throughout the majority of the video.
Graph 1 3
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Visible Measures – Benchmarking viewer abandonment in online video: http://www.visiblemeasures.com/2010/09/29/benchmarking-viewer-abandonment-in-online-video/ MWP – The perfect length for an online video: http://mwpdigitalmedia.com/blog/the-perfect-length-for-an-online-video/ 3 Wistia – Does length matter?: http://wistia.com/blog/does-length-matter-it-does-for-video-2k12-edition 2
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2. Longer can be better In terms of longer educational/learning videos, experts from Philadelphia-based Target Marketing Magazine are advocates of long-run videos, “…fans like longer videos with more meaty content. That's what generated the highest email open and click through rate, and generated the best engagement on social media.”4 Silicon Valley-based Ooyala reports an increase in the amount of time spent watching content longer than 10 minutes (Up 23%, 2013/2014)5. It is crucial to recognise there is often an accelerated drop-off rate at the start of the video, as viewers decide quickly whether they are going to commit to watching the video in full. When a viewer is prepared to dedicate time to a learning or education piece, it is important to provide an in-depth analysis of the topic to maximise engagement. 3. Complex topics take time Sources claim that there is a scientific ideal length for online video. Research from TED conferences says the ideal presentation length is 18 minutes. The article is supported by scientific studies on attention span, where scientists conclude that there is a range between 10 and 18 minutes for the average person’s attention span.6 The infographic (on the right) shows the ideal time for different types of video. The graphic shows that for short YouTube-style videos, the average length for the top 50 videos was 2 minutes 54 seconds.7 The 22-minute claim for podcasts coincides with TED Talk research of 18 minutes. These are supported by scientific evidence that attention rates steeply decrease after 20 minutes.7 Infographic 17
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Target Marketing – Short video vs. long video The results: http://www.targetmarketingmag.com/blog/short-video-vs-long-video-results Ooyala – Global Video Index Q3/14: http://go.ooyala.com/rs/OOYALA/images/Ooyala-Global-Video-Index-Q3-2014.pdf 6 Carmine Gallo – Science behind TED’s 18 minute rule: https://www.linkedin.com/pulse/20140313205730-5711504-the-science-behind-ted-s-18-minute-rule 7 Adweek – http://www.adweek.com/adfreak/infographic-ideal-length-everything-online-tweets-youtube-videos-160972 5
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Primary research from asset.tv For this study, data was accessed from asset.tv video analytics. Asset.tv is the secure video platform where investment professionals watch expert videos, build expertise and access a personal dashboard of their research and learning activity for industry accreditation. Asset.tv hosts video for over 200 fund management companies on www.asset.tv and on individual companies’ websites, so it provides a bird’s eye view of video metrics across a range of brands and applications. Part one – Video less than 15 minutes Initially, the study examined the 2014 video metrics of seven global investment companies, each with strong brands and all creating videos from different producers with varying lengths and hosting them on asset.tv. In total, 593 videos were considered and segmented into two clusters; the first, with a duration of less than five minutes and the second with durations between five and fifteen minutes. The results in the graph below show that the levels of engagement vary from company to company. Of the seven companies studied, only one has a higher engagement on short videos, the rest have lower engagement on videos that are less than five minutes. Typical engagement is around 60% but variations were found both higher and lower on a video-byvideo basis within the same company. Anecdotally, this is largely a consequence of content relevance and video quality.
Engagement Rate
Varying Engagement Across Videos 75% 70% 65% 60% 55% 50% 45% 40% A
B
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D
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Investment Groups Engagement Across Short (Promotional) Video
Engagement Across Medium (Fund update) Video
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Analysis: Upon analysing the short videos under five minutes, it was concluded the optimum length for a short video is 02 minute 03 seconds. Upon analysing the videos between five and fifteen minutes, it was concluded the optimum length for a fund update video is 11 minutes 15 seconds. 4
Part two – Training videos The second part of the study examined results for videos with long duration specifically created for training purposes. For this study, Akademia videos were reviewed. Akademia is asset.tv’s platform for structured learning videos. All 58 of the Akademia videos created and distributed in 2014 have duration greater than 30 minutes, with many over 45 minutes in duration. The results, shown in the graph below, demonstrate that the average engagement is 75% (much higher than shorter, non-training related videos from the same company). It is also noted that the range of variation in engagement levels is much more consistent than from shorter non-training related videos.
39:36
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Analysis: Upon analysing the 58 training videos on Akademia from this year, it was concluded that the optimum length for an educational/training video is 39 minutes 36 seconds.
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Conclusions Though this study does not address content quality, Bill Gates said it best with his statement, “content is king”.8 Production quality also has a role to play, although if it is above a good standard, this can be overstated if the content carries the video. Based on the findings of this study, conclusions are drawn that answer the question, “what is the perfect length for an expert content video?” Across all markets, optimal video length is as follows: 1. There is no ‘perfect’ video length. Viewers often like long videos as much as short ones depending on why and where they are watching the video. 2. For promotional videos, keep it short… very short. 3. Longer videos are welcome when it is informational, educational or for learning purposes. For expert videos created for investment professionals, optimum video length is as follows: 1. Short videos (promotional) - 02 minutes 2. Long videos (strategy/fund updates) - 11 minutes 3. Training videos - 39 minutes For marketers, the action points are: 1. Study analytics to inform your decisions – measure engagement, not average viewing time, to determine video length. 2. Ensure content and video duration is right for your audience. For eLearning videos, the minimum viewing time for accredited learning is often set by regulators. 3. Invest time and effort in the opening section of a video, when the drop-off rate is highest.
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Bill Gates – The internet tidal wave: http://www.justice.gov/atr/cases/exhibits/20.pdf
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