When it comes to how long your videos should be, the rule of thumb is to keep most videos under two minutes, but optimal video length varies depending on where you share or embed it. This deck provides tips for the optimal length for videos on different social and digital channels and length recommendations for different types of marketing video types. To get more in-depth recommendations on video lengths and engagement data, head over to the Vidyard blog: https://bit.ly/3tAht4Q.

1. How Long Should Videos Be?
Your Guide to Optimal B2B Video Length

2. How Long Your Video Should be
depends on:
1. Social Media Platform
2. Digital Channel
3. What Type of Video
Typically shorter is *almost* always better

3. Some Video Length Stats
● The average length of all business-related videos is just
over six minutes
● The majority of videos (60%) are less than 2 minutes
long
● Only 3% of business videos are 10 to 20 minutes long
● The average number of videos over 20 minutes in
length grew 66% in 2020 indicated an increasing focus
on longer-form educational content, such as on-demand
webinars
● 58% of viewers watch a business-related video all the
way through if it’s less than 60 seconds
● Only 24% will finish a video if it’s longer than 20
minutes
● 59.9% indicated that a video being too long would
strongly deter them from watching
● Facebook recommends that small businesses try
keeping videos to around 15 seconds as much as
possible. They shared that 47% of value in a video is
delivered in the first 3 seconds
● Videos that are an average of 26 seconds receive the
most comments on Instagram

4. How Long Should Videos Be on Each Social Channel?
No two social media sites are the same, so no two video lengths are the same. A YouTube
viewer, for instance, may happily watch for four minutes whereas an Instagram user probably
won’t give it more than 15 seconds. On top of all that, social algorithms are always being
updated, so what’s true today may change. Below are recommended feed video lengths for
each channel
● Instagram - 30 seconds
● Facebook – 24 to 90 seconds
● LinkedIn – 30 seconds to five minutes
● YouTube – Under two minutes
● Pinterest – 15 to 30 seconds
● Snapchat – 10 seconds
Get more details on length
limits for each platform
over on our blog:
https://bit.ly/3tAht4Q

5. How Long Should Video Be on Digital Channels?
Once again, there is no one video length best practice. It depends on the channel, how users
behave there, what they expect, their vertical, use case, buying stage, the product, and the
video format. A rule of thumb, though: If it’s cold outreach, keep it under one minute. Below
are video length guidelines for each channel and format.
● Website Videos – 30 to 60 seconds
● Landing Page or Campaign Videos – 30 to 60 seconds
● Email Marketing Videos – under 45 seconds
● Cold Outreach Sales Videos – under 30 seconds

6. How Long Should Different Types of Video Be?
Make your top-of-funnel videos short and snappy—think a matter of seconds, not minutes.
Window shoppers and unaware prospects typically won’t invest much time. The further you go
down the funnel, however, the longer your videos can afford to be—think minutes. The optimal
video length is whatever viewers are willing to consume.
● Explainer Video Length – 60 to 90 seconds
● How-To Videos – between two and 10 minutes
● Demo Videos – between two to five minutes
● Case Study Videos – five to 10 minutes
● Customer Testimonials – 60 to 90 seconds
● On-Demand Webinars – 15 to 60 minutes
● Promo Videos – 30 to 60 seconds
See more video type
length recommendations
over on our blog:
https://bit.ly/3tAht4Q

7. Video Length Best Practices
Average Engagement for Different
Lengths of Video
Just over half (58%) of viewers watch business-related
videos all the way to the end if they’re less than 60
seconds, but only 24% will finish a video if it’s more than
20 minutes long. Use analytics to find out where people
drop off, then edit accordingly or, at the very least, apply
the lessons to future content.
Source: Vidyard 2021 Video in Business Benchmark Report

8. Learn More About Optimal
B2B Video Lengths
https://bit.ly/3tAht4Q