How Long Should My Social Video Be?
“How long should my social videos be?” From all the presentations I’ve given and all the prospective and actual clients I’ve talked to, it’s the number one question I get asked.
The answer is it depends. It depends on who you are, what you’re doing, the nature of your business, and, most importantly, whom you want to reach — your target audience and where they are within their buyer’s journey. That’s why before telling you how long your social videos should be, I need to explain what you need to know first.
Where should I post my video?
Post your videos where your audiences are hanging out.
If your audiences are under the age of 30, TikTok would be a great place to start posting video content.
For B2B businesses and those working with corporations, LinkedIn is the place to go.
If your business is about entrepreneurship and you want to reach regular people thinking of setting up their businesses, Facebook and Instagram are good places to post videos.
If you want to talk to seasoned fellow entrepreneurs, LinkedIn might be a better channel for you.
Relating video length to the funnel
Now back to the question about the length of your videos.
Every platform has a recommended video length. If you’re on TikTok, you can’t create videos longer than a minute, for example.
But let’s go beyond that. Before creating your videos, figure out what portion of your target audience you are trying to reach and where they are in your funnel. Their place in your funnel will determine the length of the videos you create for them.
Top of the funnel — shorter videos
Those at the top of the funnel are people who’ve never heard of you, your brand or your offer.
For such people, who don’t know you but want to learn more about you, 1–2 minute videos work well. They would be willing to invest only a couple of minutes in your content to see what you’re about.
