Video length: Half are gone in 60 seconds September 14th 2009

The longer your video, the less viewers make it to your final call to action. Around 2 minutes is a good balance of content and attention.

Unlike text, we can’t (yet?) scan video; we must decide whether to invest our time and attention to watch a video.

Length is key to this decision. However, we are not creating appointment TV, so if visitors don’t watch right now, the chances are they never will.

We need visitors to click the play button now and watch to the end, but how much of a typical online video are people actually ready to sit and watch?

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