How Long Should A Video Be?
An experienced direct marketer knows the length of a direct mail letter is dictated by how long it takes to close the sale, generate the lead, or get the contribution. Not surprisingly, there are those who believe a video should never be longer than 30 seconds or a minute. For those who bark "keep it short," we suggest that you should replace those words with "keep it tight."
Today's message highlights how to use data from YouTube analytics (not merely someone's well-meaning opinion) to determine how long your video should be. And we'll also discuss five video formats—educational, product demonstration, fundraising, lead generation and case studies—with guidelines on the length of your message for each format.
Please share with us your comments, below, about your experience with video length. If your data dictates that a shorter video always works better, we'd like to hear about it.
(If the video isn't just above this line, click here to view it.)
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.