In the old days, (like last year) you created a product, service or public relations video that was 8-12 minutes in length and mailed it to potential customers or donors as part of a traditional first follow up package. Today, digital delivery of marketing materials is rapidly replacing costly print and DVD production as marketers drive potential customers to websites to deliver product information and process orders. This digital delivery evolution has also impacted how sales and marketing materials are designed and packaged.
In the video world, it’s widely accepted (for no scientific reason other than ADD afflictions) that web delivered videos need to be short….in the 1-3 minute range. Since it’s impossible to tell a complete and engaging story in that time, we now write the traditional 10 minute video in 4-5 shorter chapters. The content is the same-it’s just serialized into stand-alone mini-movies. The videos are then hosted either right on your website or on YouTube, Vimeo or other video hosting sites. There are SEO advantages to this approach as well, a topic for next time.
The point is that you don’t have to sacrifice telling a great story just to cram it into a pre-determined short length. Don’t obsess with length. Write and design the story that will engage your viewers, then, edit it into segments. Remember, whatever the length, if the story is well-produced, fun and informative visitors will stick with it and stick with you.