YouTube announced this week that they’ve increased the maximum length for user uploaded videos to 15 minutes.
The previous YouTube video limit of 10 minutes has been in place for some time. Interestingly, increasing this video limit has been the number one user requested feature.
Online Video is Increasingly Popular
There’s no question that producing and viewing videos online is enormously popular and demand is growing every day. Do you realize that over 24 hours of video content is uploaded to YouTube every minute! And that’s up from 6 hours of video content every minute just three years ago. A four-fold increase in just 3 short years.
YouTube admits that they’ve been planning on increasing this video length limit for a while now, but have been preoccupied with other pressing projects.
Do People Really Watch Longer Videos?
The new extended 15 minute limit doesn’t quite tie with actual video viewing behavior. Even YouTube admits that 99% of all user uploaded videos are well under 10 minutes in length. And when YouTube measures the average user attention span, the vast majority of viewers watch videos under 3 minutes in length. In fact, many video marketing studies demonstrate that most users viewing online videos bolt in under 2 minutes.
I think most will agree that attention deficit disorder operates in hyper mode on the Internet. You’re going to have to produce exceptionally interesting and captivating video to hold anyone’s attention online for more than 10 minutes, let alone the new limit of 15 minutes.
Keep It Short For Video Marketing
For local busineses looking to deliver their marketing message through online video, the new 15 minute extension has limited advantage. The most effective video marketing approach remains short, to the point videos.
To hold and grab your prospects attention, you want to get to the point, and deliver a clear and concise marketing message with a punch. If you’re contemplating an epic 15 minute production for your next marketing video, you probably want to rethink your approach.
Not only will a 15 minute video be challenging and expensive to produce, it’s unnecessary and will likely drive more prospects away than capture.
As with any marketing channel, the key is to measure. And the numbers are clear! Short videos from 30 seconds to 2 minutes at the high end produce much healthier conversions.