To say Internet users love video would be a huge understatement. As of 2018, “One-third of online activity is spent watching video.” So it only makes sense that lawyers would want to make video a core part of their marketing campaign.
Of course being successful requires the right approach and an understanding of some common user preferences. One of which is video length.
In this post, I’ll take an up-close look at what the ideal video length is for YouTube and Facebook videos — the two biggest platforms for video content.
YouTube User Preferences
As you might imagine, multiple studies have been performed to see what length video YouTube users respond most favorably to. And the results have varied somewhat.
A HubSpot study clocked it in at around 2 minutes.
Video production site Mini Matters found that the time was a bit longer at 4 minutes and 20 seconds.
And Social Media Examiner reports that it’s longer still at 4 minutes and 36 seconds.
By condensing this data, we can say with relative confidence that the ideal length for a YouTube video is somewhere in the 2 – 4 1/2 minute range. This should give users enough to dive into a legal topic without overwhelming them with excessive information.
Experts also note that you’ll want to cover the most important information first at the beginning of a video so that users who leave without watching the whole thing will still walk away with something useful. In other words, the inverted pyramid technique works well.
Facebook User Preferences
According to HubSpot, the perfect Facebook video will be roughly 1 minute in length. “Users like watching snappy videos they can quickly like or share before scrolling down to the next piece of content,” they explain.
Separate research from BuzzSumo essentially found the same thing where the sweet spot is 60 to 90 seconds.
And this makes sense given the format of Facebook and the fact that most people watch videos in their feed. They’re likely browsing through quite a bit of content and probably don’t want to make a huge time investment watching a video that’s several minutes long.
They just want to check it out briefly and move on.
Optimizing Video Content for Different Platforms
People tend to sit down, cozy up and spend some time watching YouTube, whereas Facebook users are often moving from one piece of content to the next. So they’re not usually as willing to devote as much time to watching your videos.
This is definitely something to keep in mind when you approach the video creating process on these two platforms. Hitting just the right length should increase your overall level of engagement and turn a higher percentage of your leads into actual legal clients.
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