Besides content, video advertising duration is the most important factor that directly affects the effectiveness and costs that businesses need to spend. So the question is: “What is the “golden” duration for promotional videos on marketing communication channels?”. Today, Optimal Agency will provide a detailed answer to this question. Follow now!
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How to determine the optimal video ad length
An advertisement that goes through the editing process needs at least 30 seconds to convey the message or important information completely. Previously, 30 seconds used to be the standard length of video ads, and it started to decrease to 15 seconds, and now there are short ads of just 5 – 6 seconds. However, that doesn’t mean long videos won’t be effective.
To determine the “golden” duration for advertising videos, you can rely on the following criteria that we provide:
Video goals
Clearly defining goals before video production is essential to reorienting the content for all subsequent activities. Different goals will affect the length of the ad video. Specifically, promotional videos for sales purposes will be different from brand promotion videos.
The message you want to convey
Video length affects the way the advertising message is conveyed. Whether the promotional video is short or long, it must be sure to convey the right and complete message. For short advertising videos such as 5 – 10 seconds, the message needs to be expressed directly. If an advertising video has a longer duration, you can add some elements to make the advertising message more attractive and impressive.
Advertising video upload platform
Each platform has different requirements for video length and size to suit the needs and preferences of the target audience. Therefore, the length of advertising videos depends a lot on the posting platform. For example, videos posted on Tiktok will have a vertical format and short duration. While advertising videos on YouTube will have a horizontal format and longer duration.
In addition, many other factors affect the optimal advertising video duration such as target audience, business industry, etc. Although there is no specific answer about the optimal advertising video duration, How much is the advantage? However, a general rule of thumb when creating a video in an ad is to keep all the most important information within the first 5 seconds. This ensures the message is conveyed quickly before the user hits the Skip button.
“Golden” time for advertising videos on popular channels
Each platform will have its requirements for video length. Let’s learn with Optimal about the recommended advertising video length on some popular platforms today:
Video duration on television
Depending on each channel and broadcast time frame, TVC advertising appearing on television usually has a fixed duration of 10 seconds, 15 seconds, 20 seconds, and 30 seconds with different prices. Television advertising is a form of promotion chosen by many brands because of its wide and strong coverage.
However, to achieve high efficiency, the budget that businesses need to spend is not small. Furthermore, businesses need to be clear in choosing the message they want to convey. Because the length of the message will affect the length of the video.
Video advertising duration on social networks
Unlike television advertisements, advertising videos on social networks have a more diverse length from a few seconds to a few minutes. Although any platform favors ads that appear longer, the principle to ensure is that the message needs to be encapsulated in the first 5 – 10 seconds.
As one of the social media platforms with the highest potential customer reach, the optimal duration for Facebook video ads is 5-10 seconds.
For in-stream advertising thrives on an immediate experience that captures viewers’ attention with stunning visuals, compelling messaging, and clear calls to action. The “golden” duration for promotional videos of this form of advertising is 5 – 10 seconds.
Feed ads provide more space to tell brand stories or highlight product features. Advertising videos on bulletin boards will have an optimal duration of 15 – 30 seconds.
According to many surveys and research from experts, the ideal video length on Instagram is 30 seconds. This is long enough to add content at a fast pace but long enough to give viewers time to interact. For video ads on Instagram and Story, it is recommended that the video ad not exceed 15 seconds.
YouTube
While the average YouTube video duration is 11.7 minutes, advertisers suggest keeping video ads under 2 minutes for the best effectiveness.
For non-skippable YouTube ads, the maximum duration is 15 seconds, with 6 seconds being optimal. Skippable ads can go up to 6 minutes, but the best results are usually achieved with ads lasting 15-20 seconds.
TikTok
This platform caters to a young audience with very short attention spans. Therefore, the duration of TikTok video ads should be kept to a minimum. The ad message on TikTok should be conveyed within the first 5-15 seconds.
Tips for producing highly effective advertising videos
To have a quality promotional video and attract viewers, you not only need to determine the “golden” duration for the promotional video but also need to understand the following principles:
Quality image design
Video content is the core element, but the appearance or image of the ad is also important. Therefore, when producing promotional videos, you need to focus on image quality because this is the first factor that attracts customers. You need to ensure the image has full HG quality, selective camera angles, beautiful and intuitive.
Content touches emotions
Whether you make TVC commercials or short promotional videos on social networks, you need to convey a strong and valuable message to viewers. Advertising messages and content should be condensed into the video’s first 5 – 10 seconds. For platforms that allow long video lengths, you can add unique effects and elements that impress and attract viewers to click.
Ideas are the deciding factor
When producing promotional videos, creative ideas are always one of the factors that are focused on developing and improving all advertising content. This is an important strategy to create products with strong appeal and high virality in the community.
You should diversify the content in promotional videos. Don’t just stop at introducing and promoting the benefits of products and services. Instead, you should expand your content into business stories, and customer experiences at your business,…
Create a difference for the brand
If you want attractive, professional promotional videos, your brand needs to be different. This comes from the core value your business brings to customers. It directly affects customers’ brand recognition of businesses’ products and services.
Brand differentiation in advertising video production is essential. Your business needs to create its color and personality in both concept and content. Advertising concept is the style throughout advertising publications, from color, style, format, etc. Advertising content must always be creative, without duplicating ideas, expressing core values as well as the unique identity of the business.
At this point, you have got a detailed answer about: “What is the “Golden” time for advertising videos on popular platforms?”. Hopefully, the content we have shared above will help you create the highest quality promotional videos with optimal cost and the best effectiveness!
See more articles:
- How to create a Google Ads video campaigns easily
- How to add hashtags to YouTube videos accurately and effectively
- Top 10+ best video editing software for beginners
Frequently asked questions
For each different channel, the best advertising video length will be different. Some popular channels with promotional video lengths are as follows:
The ideal video length on Instagram is 30 seconds. Make short advertising videos on Instagram no longer than 15 seconds to attract viewers.
The ideal Facebook ad video length is 5 – 10 seconds for in-stream ads and 15 – 30 seconds for feed ads.
According to the survey, viewers will be most exposed to advertising videos on YouTube that are about 2 minutes long.
Tiktok promotional video messages should be kept to the first 5 – 15 seconds.
If you want to tell a story in seconds to attract customers’ attention and provide compelling advertising content with a clear message, pay attention to the following:
Go straight to the core message you want to convey, focusing on the benefits or outstanding features that products and services bring to customers.
Create a series of short ads to further clarify the story the brand wants to convey.
Impress target customers in the first seconds. You can use eye-catching images, impressive transitions, vivid sounds, etc. to attract viewers’ attention.
