I’ve mapped optimum video lengths for a few years now and the landscape is often moving across that time.
Earlier in 2019, it was the shift from Facebook to steer people towards three minute videos from the previous optimum of 15 seconds.
Now, looking at it fresh there has been a further tilt. Filling the 15-second void is the Chinese-owned video network TikTok. I’ll blog a quick explainer on how public sector people can approach TikToc as a platform.
Video in the UK remains a key part of a comms strategy
Globally, video consumption over the internet is expected to rise by 13 per cent over the next five years, according to PWC.
With 87 per cent of UK adults using the internet daily or almost daily, according to the ONS internet use is baked in to what we do. It’s no surprise that on a smartphone or a tablet is where a lot of video is going to be consumed.
According to Ofcom, 18 to 34-year-olds are watching more than an hour of YouTube on its own.
But as with everything, video is part of a raft of channels that can be used to the 21st century communicator. The best comms is the right content in the right place at the right time.
Research platform-by-platform
YOUTUBE: The maximum length of 15 minutes can be increased to 12 hours through a straight forward verification step. Optimum length is much shorter
INSTAGRAM: Maximum length was increased from 15 seconds to 60 seconds with research via Newswhip suggesting a much shorter length.
TWITTER: Maximum length of 140 seconds is comfortably within Hubspot’s suggested 45 seconds.
SNAPCHAT: Maximum length is a mere 10 seconds but Hootsuite suggest five seconds is the sweet spot.
PERISCOPE: A maximum length and the sky is the limit but there is little research on what the optimum length of a live broadcast is. The average length of top 12 videos on liveomg.com is 18 minutenew video lengths 2019s.
FACEBOOK: Facebook has shifted the algorithm from 15 seconds as optimum length to three minutes.
TIKTOC: This video platform has been storming it in 2019 and the default length is 15 seconds with a maximum of 60 seconds.
FACEBOOK LIVE: Can run for 240 minutes but 19 minutes is best say Buzzsumo.
LINKEDIN is the new kid on the block with native uploaded video. Five minutes is the most you can upload and there is research that the best length is 30 seconds.