February 19, 2021·8 min read

The rule of thumb is to keep most videos under two minutes, but optimal video length varies depending on where you share or embed it. Tips for each channel.

Most marketing videos should be two minutes or less. First outreach sales videos, under 60 seconds if you can swing it. Generally. But the length for any particular video depends entirely on the use case, channel, industry, and where it fits in the marketing and sales funnel. The earlier the stage, the shorter. The later, the longer. Below are recommendations for nearly every conceivable scenario.

Some video length stats:

  1. Contents
  2. 1.How Long Should Videos Be on Social Media?
  3. 1.1Instagram Video Length
  4. 1.2Facebook Video Length
  5. 1.3LinkedIn Video Length
  6. 1.4What is the Ideal YouTube Video Length
  7. 1.5Twitter Video Length
  8. 1.6Pinterest Video Length
  9. 1.7Snapchat Video Length
  10. 2.How Long Should Video Be on Digital Channels?
  11. 2.1Website Video Length
  12. 2.2Landing Pages Video Length
  13. 2.3Email Marketing Video Length
  14. 2.4Sales Video Length
  15. 3.How Long Should Different Types of Video Be?
  16. 3.1How Long Can a Vidyard Video be?
  17. 3.2Explainer Video Length
  18. 3.3How-To or Tutorial Video Length
  19. 3.4Demo Video Length
  20. 3.5Case Study Video Length
  21. 3.6Webinar Length
  22. 3.7One-to-One Sales Video Length
  23. 3.8Promo Video Length
  24. 3.9Culture Video Length
  25. 3.10Interview Video Length
  26. 3.11Thought Leadership Video Length
  27. 4.Video Length Best Practices
  28. 4.1Shorter is (Almost) Always Better
  29. 4.1.1Average Engagement for Different Lengths of Video
  30. 4.2Different Objectives Call for Different Lengths
  31. 4.3Track Your Efforts
  32. 4.4Capture Attention Quickly

Bonus:Find out how long your video will be using Vidyard’s free script timer tool.

Watch and Learn

Want to learn all about ideal video length? We made a video version of this blog so you can do precisely that!

In just under four minutes, Vidyard’s Social Media Manager Charlie Rogers explains some of the highlights from this blog.

No two social media sites are the same, so no two video lengths are the same. A YouTube viewer, for instance, may happily watch for four minutes whereas an Instagram user probably won’t give it more than 15 seconds. On top of all that, social algorithms are always being updated, so what’s true today may change. Below are tips for each channel.

Instagram Video Length

Make your Instagram videos around 30 seconds long. Although the platform gives you up to 60 seconds, the midway point is the sweet spot for Instagram’s busy, multi-tasking, often traveling audience. When it comes to video ads and Instagram Stories ads, try to cover your key message in the first 15 seconds.

For IGTV (short for Instagram TV) videos can be 10 minutes long. Larger brands can petition to have their video limit increased to one hour.

For Instagram Live Videos, hit record and just keep filming. The longer you roll, the larger the audience you’ll have the opportunity to attract. The maximum length is 60 minutes, but you can start another live broadcast immediately after, if desired. Shoot for at least 10 minutes, but longer is often better when it comes to this format.

Facebook Video Length

Successful in-feed Facebook videostend to be 24 to 90 seconds long. Facebook videos are permitted to roll for an epic four hours, but just because you can upload Gone with the Wind doesn’t mean you should. It probably far exceeds the Facebook user’s attention span, and that’s a lot of video to produce.

On the other end of the spectrum are Facebook Stories—those user-generated videos that expire after 24 hours—which can’t exceed 20 seconds. For Facebook ads, put the juiciest information in the first five to 10 seconds, though these can also be four hours long.

Facebook Live is a great way to connect with customers in real-time. You can broadcast for up to four hours and, as with Instagram Live, the longer your live video runs, the greater your chances that people will discover it. Just make sure not to go below 10 minutes, which is about how much time it takes for people to be notified and tune in.

Pro Tip: To make your brand’s Facebook page more engaging, replace the cover photo (the large picture at the top of your profile) with a 20 to 90-second video, or swap your profile picture with a seven-second profile video or animated GIF.

LinkedIn Video Length

We recommend that LinkedIn videos run between 30 seconds and five minutes, with a maximum of 10 minutes. LinkedIn’s viewers aren’t your standard social media surfers: They’re professionals at work with more time to digest. Nearly three-quarters of business executives, almost all who are on LinkedIn, say they watch online videos every week.

If you’re running LinkedIn video ads, however, make them shorter: 15 seconds is ideal, with a maximum of 30 seconds.

What is the Ideal YouTube Video Length

Make B2B videos on YouTube two minutes or less. Though YouTube videos can run for up to 12 hours, demand for that type of content probably isn’t there for most branded content.

As for video ads, our advice is to stick to 15 to 20 seconds if you’re using pre-roll ads, or six seconds for what are known as bumper ads, which are intended for brand awareness.

Twitter Video Length

Video tweets and Twitter video ads should both be 20 to 45 seconds long. Though they can be as long as two minutes and 20 seconds. It should come as no surprise that on the platform built for brevity, people don’t linger long.

Pinterest Video Length

Pinterest videos should be 15 to 30 seconds, unless they’re an explainer or demo, in which case, longer is fine. Pinterest bills itself as “the discovery platform” and people go there for how-to answers similar to how they use YouTube. While demos on the platform can be up to 30 minutes long, yours shouldn’t be. Offer a short and sweet answer with a beautiful, pinnable thumbnail.

Snapchat Video Length

True to its name, Snapchat videos are over in a snap: 10 seconds, that’s it. Don’t try to compress your entire message into that tiny blip. Rather, give your audience an intriguing taste of what you do and leave them with a link, hashtag, or URL to learn more.

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How Long Should Video Be on Digital Channels?

Once again, there is no one video length best practice. It depends on the channel, how users behave there, what they expect, their vertical, use case, buying stage, the product, and the video format. A rule of thumb, though: If it’s cold outreach, keep it under one minute. Below are guidelines for each channel and format.

Website Video Length

The optimal length of a homepage video is similar to that of a TV commercial—30 to 60 seconds. You can go over, but only if the video is substantive. Website videos don’t necessarily need to offer complete answers, either. Homepage explainer videos that tease the value of your product but leave some questions unanswered are more likely to drive viewers to schedule a sales call.

Landing Pages Video Length

Make your landing page videos short: 30 to 60 seconds. Studies show that one fifth of landing page viewers bounce after 10 seconds. One-third bounce within 30 seconds. Videos can help hold their attention, and can do a lot to increase conversions; simply including them increases conversions 80%.

Pro Tip: Place your video above the fold so it’s one of the first things viewers see.

Email Marketing Video Length

There’s no optimal video length for emails but in most cases, we recommend keeping it to 45 seconds or under (unless you have a highly engaged audience). Make sure the subject line contains the word “video,” which can increase open rates 19%, and the email body contains a clickable thumbnail, which increases clicks 65%.

Sales Video Length

The earlier stage the outreach, the shorter the video, generally. Cold outreach videos should be 30 seconds or under, but mid and late-stage outreach usually involves answering questions and those videos can be several minutes long.

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