How long should your marketing videos be?

How long should your marketing videos be?

Short vs long form

Choosing the right length for your marketing videos can significantly affect how people engage with them. From fast-paced Instagram reels to in-depth YouTube explainers, the ideal video length depends on what you’re trying to achieve and where your audience is watching. For small to medium-sized businesses investing in outsourced marketing, understanding the difference between short-form and long-form video is key to getting results. In this article, we’ll unpack how video length impacts performance and how to choose the right format for your goals.

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What this article will cover

Video length plays a big role in how your content performs. This article explores when to use short or long-form video, how platforms influence viewer behaviour, and how to choose the right length based on your marketing goals.

Why video length matters in marketing

Video is one of the most engaging forms of content. It’s more effective than text because the brain processes visuals faster and retains the message more easily, making video a powerful tool for engagement (Forbes, 2017).

Shorter videos are often better at grabbing attention quickly especially on social media platforms where users scroll fast and expect quick hits of content. But that doesn’t mean longer videos aren’t effective. In fact, when someone is already interested in your product or service, a longer video can offer the depth they need to take the next step. It also depends on where your audience is watching. Instagram and TikTok favour short, punchy videos. YouTube and your business website, on the other hand, are platforms where people expect and are often more willing to watch longer, more informative content.

The right length also depends on intent. Are you introducing your brand to someone new? Trying to convert an interested lead? Or explaining how a service works? Each of these requires a different kind of video, and the ideal length will vary. For business owners, understanding this balance can lead to more strategic, cost-effective video marketing.

Short-form videos: Best for attention and awareness

Short-form videos are designed to make an impact quickly. These are typically under two minutes long, with many successful clips sitting in the 15 to 60-second range. For SMBs, short-form content is ideal for boosting brand visibility, driving engagement on social media, and capturing the attention of audiences who aren’t yet familiar with your business.

The rise of platforms like Instagram Reels, TikTok, and YouTube Shorts has shifted user expectations. Viewers now expect to get the core message almost instantly. This means there’s no room for fluff, every second has to count. When executed well, a short video can increase reach, spark curiosity, and prompt viewers to take the next step, such as visiting your website or following your brand.

Short-form content also offers a low-commitment way for audiences to engage. It’s especially powerful at the top of the marketing funnel, where the goal is to build awareness and plant the seed of interest. Think product teasers, quick tips, behind-the-scenes snippets, or short customer testimonials.

For small businesses, short-form videos are also efficient to produce. You can film and edit them quickly, and often repurpose longer videos into shorter clips. This makes them a cost-effective way to maintain a consistent online presence.

The key is to make them visually engaging, fast-paced, and tightly focused on a single message. The shorter the video, the clearer your purpose needs to be.

Long-form videos: Ideal for storytelling and conversions

While short videos are great for grabbing attention, long-form content gives you the space to tell a deeper story. These videos typically run from two minutes up to ten or even longer, depending on the platform and purpose. For SMBs looking to build trust, explain complex services, or guide viewers toward a decision, longer videos can be a powerful tool.

Long-form video shines when your audience is already interested. Someone watching a five-minute product demo or a detailed customer testimonial is likely much closer to making a purchase than someone scrolling past a 15-second reel. These videos give you time to unpack value, answer objections, and show the human side of your brand - all of which can increase conversions.

They're especially effective in the middle to bottom of the marketing funnel, where the goal is to inform and persuade. Think how-to guides, behind-the-scenes tours, explainer videos, or case study stories. This kind of content builds credibility and helps prospective customers feel more confident about reaching out or buying from you.

While long-form videos do take more time and planning to produce, they offer higher engagement when they’re targeted to the right viewer. On platforms like YouTube or your website, audiences are often more open to sitting down and watching a longer video especially if it answers a question or solves a problem they care about.

The key to making long-form work is structure. Break your content into clear sections, keep the pacing natural, and stay focused on your audience’s needs. If the value is there, people will stick around.

Choosing the right video length for your goals

According to Forbes, relevant video content can increase both viewer engagement and revenue when it aligns with audience intent (Forbes, 2018). That’s why getting the length right isn’t just a creative decision, it’s a strategic one. 

The ideal video length depends on what you’re trying to achieve.

Here’s how to choose the right format based on your marketing goals:

Brand awareness

Short-form video is best for building visibility and reaching new audiences. Platforms like Instagram and TikTok favour videos under 60 seconds - quick, visually engaging clips that introduce your brand, spark curiosity, or highlight a single product or service.

Lead generation

To generate enquiries or sign-ups, aim for short to mid-length videos (1–3 minutes). These are great for landing pages, email campaigns, or paid ads. Focus on your offer, the problem you solve, and what action the viewer should take next.

Education and authority building

Longer videos (3–10 minutes) allow you to explain complex topics, answer FAQs, or demonstrate your expertise. Think tutorials, how-tos, or service walkthroughs, these are perfect for audiences already showing interest, helping your brand stand out as a credible solution.

Sales and conversions

When someone is close to making a decision, a well-structured video between 3 and 7 minutes can make all the difference. You can use this length of video to showcase customer testimonials, detailed product demos, or success stories - and always include a clear CTA at the end.

Platform considerations: Where your videos show up matters

Different platforms reward different types of video, and understanding how people interact with content on each one can help you make smarter choices about length, tone, and structure.

Conclusion

The length of your marketing videos isn’t just a technical detail, it’s a strategic choice that can influence how people engage with your brand. Short-form videos are perfect for quick awareness and social visibility, while long-form content gives you the space to educate, build trust, and support conversions. The key is aligning your video length with your marketing goals and audience intent.

As a small to medium-sized business, you don’t need to produce every type of video at once. Start with what makes the most sense for your audience and the platforms you’re active on. And remember, a well-timed 30-second clip can be just as impactful as a detailed 5-minute walkthrough, depending on the context.

Frequently asked questions

Still deciding what type of video is right for your business? Here are a few quick answers to common questions about video length and format.