{"id":1882,"date":"2019-03-04T23:15:48","date_gmt":"2019-03-04T23:15:48","guid":{"rendered":"https:\/\/dubb.com\/blog\/?p=1882"},"modified":"2024-07-02T08:56:22","modified_gmt":"2024-07-02T15:56:22","slug":"how-video-length-affects-sales","status":"publish","type":"post","link":"https:\/\/dubb.com\/blog\/how-video-length-affects-sales\/","title":{"rendered":"How Video Length Affects Sales and Marketing Campaigns"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1260px + 0px );margin-left: calc(-0px \/ 2 );margin-right: calc(-0px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:0px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:0px;--awb-width-medium:100%;--awb-spacing-right-medium:0px;--awb-spacing-left-medium:0px;--awb-width-small:100%;--awb-spacing-right-small:0px;--awb-spacing-left-small:0px;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><style>\n  .free-trial-btn {\n    background-color: #ffa737;\n    color: white;\n    font-size: 22px;\n    font-weight: bold;\n    border: none;\n    padding: 10px 20px;\n    cursor: pointer;\n    text-decoration: none;\n    border-radius: 10px; \/* Rounded corners *\/\n    margin-bottom: 50px; \/* Space at the bottom *\/\n  }\n<\/style>\n<style>\n  .space-50px {\n    margin-bottom: 50px; \/* Adds 50px space below the element *\/\n  }\n<\/style>\n<div align=\"center\"><a class=\"free-trial-btn\" href=\"https:\/\/dubb.com\/register?utm_source=blog&#038;utm_medium=blog-post&#038;utm_campaign=how-video-length-affects-sales\" target=\"_blank\" rel=\"noopener\">GET A FREE ACCOUNT ON DUBB<\/a><\/div>\n<\/p>\n<p><span style=\"font-weight: 400;\">With so much information flying at consumers, attention spans are at an all-time low. According to a 2015 study by Microsoft, the average person has an attention span of <\/span><a href=\"http:\/\/time.com\/3858309\/attention-spans-goldfish\/\"><span style=\"font-weight: 400;\">8 seconds<\/span><\/a><span style=\"font-weight: 400;\"> when multitasking \u2013 people are \u201c<\/span><a href=\"http:\/\/time.com\/3858309\/attention-spans-goldfish\/\"><span style=\"font-weight: 400;\">more easily distracted<\/span><\/a><span style=\"font-weight: 400;\"> by multiple streams of media\u201d. At the same time, \u201cbingeing\u201d favorite content is the new norm, which can eat up entire days. That\u2019s because the \u201cattention span\u201d is more like a \u201cdecision time\u201d \u2013 after 8 seconds, the average person decides if they want to keep watching or move on. <\/span><\/p>\n<p><b>\u201cYour Video Will Play After the Ad\u201d<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Consider the skippable ads at the beginning of YouTube videos: they\u2019re called \u201cpre-rolls\u201d. They usually say something like, \u201cYou can skip this ad in 5 seconds\u201d. Brands are expected to double spending on these videos <\/span><a href=\"https:\/\/www.cnbc.com\/2017\/02\/16\/sixty-five-percent-of-people-skip-online-video-ads-heres-what-to-do.html\"><span style=\"font-weight: 400;\">by 2020, to around $17 billion<\/span><\/a><span style=\"font-weight: 400;\"> in the United States.<\/span><\/p>\n<p><img decoding=\"async\" class=\"wp-image-1883 size-large aligncenter\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/prerollad-1024x647.png\" alt=\"\" width=\"1024\" height=\"647\" srcset=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/prerollad-200x126.png 200w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/prerollad-300x189.png 300w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/prerollad-320x202.png 320w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/prerollad-400x253.png 400w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/prerollad-600x379.png 600w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/prerollad-700x441.png 700w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/prerollad-768x485.png 768w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/prerollad-800x505.png 800w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/prerollad-1024x647.png 1024w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/prerollad.png 1064w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">These pre-rolls guarantee that the advertiser has at least 5 seconds to hook you and stop you from skipping to the main content. What they do in those first 5 seconds affects your decision time, especially since it\u2019s within the 8-second attention span. If you like those first 5 seconds, you might let it play for another 5, another 60 \u2013 you might even click on the ad and go to the company\u2019s landing page. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, <\/span><a href=\"https:\/\/www.cnbc.com\/2017\/02\/16\/sixty-five-percent-of-people-skip-online-video-ads-heres-what-to-do.html\"><span style=\"font-weight: 400;\">65% of people skip<\/span><\/a><span style=\"font-weight: 400;\"> those ads at the end of 5 seconds. That\u2019s because of <\/span><a href=\"https:\/\/www.mediapost.com\/publications\/article\/307554\/engaging-consumers-in-the-era-of-the-eight-second.html\"><span style=\"font-weight: 400;\">psychological filtering<\/span><\/a><span style=\"font-weight: 400;\">, the average person\u2019s ability to decide if they want to continue or move on within seconds. This filtering has become faster since multitasking with many screens became more common: there\u2019s just too much to see to risk wasting time. <\/span><\/p>\n<p><b>Skipping Isn\u2019t Always Bad<\/b><\/p>\n<p><span style=\"font-weight: 400;\">According to <\/span><a href=\"https:\/\/www.businessinsider.com\/millennials-skip-youtube-ads-and-thats-ok-2017-1\"><span style=\"font-weight: 400;\">Business Insider<\/span><\/a><span style=\"font-weight: 400;\">, the people who skip ads were less likely to buy your product from the start. But giving the option to skip actually increases consumer trust: they don\u2019t feel forced and flooded with information. It\u2019s a smoother customer service experience even when they\u2019re not customers, leaving a better impression of your company (even subconsciously). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Added bonus: if you make your ad with <\/span><a href=\"https:\/\/www.thinkwithgoogle.com\/products\/youtube-trueview\/\"><span style=\"font-weight: 400;\">\u201cTrueView\u201d on YouTube<\/span><\/a><span style=\"font-weight: 400;\">, you only have to pay for the ads that are watched to completion. If someone skips it after watching for less than 30 seconds or to the end of the video \u2013 whichever is shorter \u2013 then you don\u2019t have to pay! <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Those who don\u2019t skip are paying attention: they\u2019re making many decisions about your company and noticing details. Those people also have a high chance of clicking to your landing page and then buying your product. <\/span><\/p>\n<p><b>The 8-second Crowd<\/b><\/p>\n<p><span style=\"font-weight: 400;\">According to a study by <\/span><a href=\"https:\/\/www.mediapost.com\/publications\/article\/307554\/engaging-consumers-in-the-era-of-the-eight-second.html\"><span style=\"font-weight: 400;\">MediaPost<\/span><\/a><span style=\"font-weight: 400;\">, people who on average use 8 seconds to make decisions were also 63% more likely to buy a product. These people were also 23% more likely to spend more on that product. People more likely to \u201cbinge\u201d were less likely to buy. That\u2019s because the former group filters more strictly: they make their decisions quickly versus just \u201cseeing what happens next\u201d. Within 8 seconds, they had already leaned toward buying. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">So which products or ads were more likely to be chosen by the 8 second crowd? The ones that triggered an emotional reaction quickly \u2013 which emotion depended on the targeted audience. They also created a narrative arc in those first few seconds: either viewers wanted to finish it or were already emotionally invested by the end of it. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">And which ones were more likely to get skipped? The ones that <\/span><a href=\"https:\/\/unruly.co\/blog\/article\/2017\/07\/19\/5-reasons-people-skip-ads\/\"><span style=\"font-weight: 400;\">started with brand marketing<\/span><\/a><span style=\"font-weight: 400;\">. Interestingly, this didn\u2019t apply to brand colors: just ones that started with the brand name or slogan. (<\/span><a href=\"https:\/\/dubb.com\/blog\/how-videos-increase-consumer-trust\/\"><span style=\"font-weight: 400;\">Read our article<\/span><\/a><span style=\"font-weight: 400;\"> about brand color affecting sales and trust.) <\/span><\/p>\n<p><span style=\"font-weight: 400;\">So when creating video content for your company, how do you decide if you should be marketing toward the 8-second crowd or the binge buddies?<\/span><\/p>\n<p><img decoding=\"async\" class=\"wp-image-1884 size-full aligncenter\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/l-14494-me-trying-to-go-to-sleep-but-the-show-ive-been-binge-watching-for-the-past-14-hours-just-keeps-getting-better-and-better.jpg\" alt=\"\" width=\"700\" height=\"645\" srcset=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/l-14494-me-trying-to-go-to-sleep-but-the-show-ive-been-binge-watching-for-the-past-14-hours-just-keeps-getting-better-and-better-200x184.jpg 200w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/l-14494-me-trying-to-go-to-sleep-but-the-show-ive-been-binge-watching-for-the-past-14-hours-just-keeps-getting-better-and-better-300x276.jpg 300w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/l-14494-me-trying-to-go-to-sleep-but-the-show-ive-been-binge-watching-for-the-past-14-hours-just-keeps-getting-better-and-better-400x369.jpg 400w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/l-14494-me-trying-to-go-to-sleep-but-the-show-ive-been-binge-watching-for-the-past-14-hours-just-keeps-getting-better-and-better-600x553.jpg 600w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/l-14494-me-trying-to-go-to-sleep-but-the-show-ive-been-binge-watching-for-the-past-14-hours-just-keeps-getting-better-and-better.jpg 700w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">It depends on the type of video you\u2019re making. Advice, product explanation, testimonials, advertisements \u2013 these all require different lengths. But the bingeing group is less likely to buy as they were saturated with information. Marketing to the crowd that makes decisions quickly creates a higher chance of making a sale. That\u2019s why it\u2019s important to memorize just how long your video content should be. <\/span><\/p>\n<p><b>Social Media<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Instagram Stories will cap you at 15 seconds, while main feeds can be up to 60s. So that sweet spot is right around 30 seconds. Remember that most people are scrolling through social media, soaking up tons of information at once. Generally, they\u2019re put off by long videos because there\u2019s so much else to see. <\/span><\/p>\n<p><b>Testimonial<\/b><\/p>\n<p><span style=\"font-weight: 400;\">These are essential for creating a strong customer base: buyers trust other buyers. Knowing that your ads are trying to \u201cmanipulate\u201d them into purchasing hurts a bit of your credibility, no matter what. But if someone they can relate to \u2013 a regular person \u2013 tells them, \u201cthis really helped me!\u201d, that\u2019s more likely to increase sales. However, despite their crucialness, even these videos have to be short and sweet. Somewhere between 1 minute and 2.5 minutes \u2013 and within that time, you should try to have more than one person talking. This passes on more information rather than feeling like one person talking about the same thing for 150 seconds. <\/span><\/p>\n<p><b>Case Study<\/b><\/p>\n<p><span style=\"font-weight: 400;\">These are longer testimonials but that showcase the product\u2019s usefulness in a real-life illustration. Rather than sitting and saying, \u201cThis was great\u201d, case studies show, not tell. Therefore, these can \u2013 and should \u2013 be longer than the testimonial: somewhere between 2 and 3 minutes. <\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1885 size-full\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/how-long-video-image-2.jpeg\" alt=\"\" width=\"960\" height=\"680\" srcset=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/how-long-video-image-2-200x142.jpeg 200w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/how-long-video-image-2-300x214.jpeg 300w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/how-long-video-image-2-400x283.jpeg 400w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/how-long-video-image-2-600x425.jpeg 600w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/how-long-video-image-2-768x544.jpeg 768w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/how-long-video-image-2-800x567.jpeg 800w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/how-long-video-image-2.jpeg 960w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p><b>About Us<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Keeping these at about 2 minutes is a good idea \u2013 lead with the main credo of your company and then explain why you believe in that. Longer than 2 minutes means your company goals may be too complicated for the general audience. This isn\u2019t to say they can\u2019t understand \u2013 it\u2019s more that they may filter out when there\u2019s \u201cinformation overload\u201d. They want to know three things: Who are you? Why are you? Why should they? <\/span><\/p>\n<p><img decoding=\"async\" class=\"alignleft wp-image-1887 size-full\" src=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/dslr-explanation-1.jpg\" alt=\"\" width=\"801\" height=\"542\" srcset=\"https:\/\/dubb.com\/blog\/wp-content\/uploads\/dslr-explanation-1-200x135.jpg 200w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/dslr-explanation-1-300x203.jpg 300w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/dslr-explanation-1-400x271.jpg 400w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/dslr-explanation-1-600x406.jpg 600w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/dslr-explanation-1-768x520.jpg 768w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/dslr-explanation-1-800x541.jpg 800w, https:\/\/dubb.com\/blog\/wp-content\/uploads\/dslr-explanation-1.jpg 801w\" sizes=\"(max-width: 801px) 100vw, 801px\" \/><\/p>\n<p><b>Product Explanation Video: More is More<\/b><\/p>\n<p><span style=\"font-weight: 400;\">These are the exceptions to the rule: customers want to see full explanations about how things work. The longer the video, the more likely that their specific question will be answered. YouTube, the home of most product explanations, sees the <\/span><a href=\"https:\/\/blog.hubspot.com\/marketing\/how-long-should-videos-be-on-instagram-twitter-facebook-youtube\"><span style=\"font-weight: 400;\">most engagement around 2 minutes <\/span><\/a><span style=\"font-weight: 400;\">However, 6 minutes isn\u2019t uncommon for longer, in-depth content. <\/span><\/p>\n<p><b>Keep It Simple<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Highlight keywords; have movement and noise; and lead with emotion. Having information buried in the middle or end will not encourage viewers to keep going \u2013 it\u2019s hard to be persuaded if you don\u2019t know what they\u2019re trying to convince you to believe. The viewer should never have to figure out what your point is. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As much as you can when advertising, appeal to the 8-second crowd \u2013 they\u2019re the most likely to click-through to the longer videos. <\/span><\/p>\n<\/div>\n<\/div><\/div><\/div><\/div><\/p>\n<div align=\"center\"><a class=\"free-trial-btn\" href=\"https:\/\/dubb.com\/register?utm_source=blog&#038;utm_medium=blog-post&#038;utm_campaign=how-video-length-affects-sales\" target=\"_blank\" rel=\"noopener\">GET A FREE ACCOUNT ON DUBB<\/a><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"<p>GET A FREE ACCOUNT ON DUBB<\/p>\n","protected":false},"author":1,"featured_media":1888,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[128,121,100,104,129,151],"tags":[82,60,58,25,37,57,9,4,34,115,119,153,112,70,98,30,33,152,32,20,81,54,63],"class_list":["post-1882","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advice","category-email-marketing","category-marketing","category-sales","category-tips","category-video-marketing","tag-alternative-to-vidyard","tag-bomb-bomb-alternative","tag-bomb-bomb-competitor","tag-bombbomb","tag-bombbomb-alternatives","tag-bombbomb-competitor","tag-chrome-extension","tag-dubb","tag-dubb-video","tag-email-campaign","tag-email-marketing","tag-how-long","tag-psychology-of-sales","tag-sales","tag-seo","tag-video","tag-video-for-sales","tag-video-length","tag-video-marketing","tag-vidyard","tag-vidyard-alternative","tag-vidyard-comparison","tag-vidyard-competitor"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How Video Length Affects Sales and Marketing Campaigns - Dubb Blog<\/title>\n<meta name=\"description\" content=\"The length of your video impacts whether or not you will make a sale; 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