30 Second Videos

When I meet with clients about potential video productions one of the first things we discuss is the length of the video. The average person/client will expect videos over 5 minutes and sometimes even 10 minutes. The ideal online video is 2 minutes or even shorter.

Recently at work, while discussing future projects with our writer, we decided we would pitch the next food district video less like a traditional 2 minute virtual tour but as a series of 30 second commercial-esque vignettes. With 30 second videos, we can hold attention more easily while making videos students will watch, share and post to Facebook/Twitter.

By creating 30 second vignettes, we could produce four videos in the same amount of time it would take to produce one 2 minute video. The smaller videos are more likely to be watched and by increasing the amount of videos on our Youtube channel it would also increase the total amount of views on all videos. This would then create more opportunities to click to our other videos or back to any Food District web page.

Jack Daniels has recently and successfully used this method of creating 30 second vignettes rather than one longer video for their new Tennessee Honey.

Their videos are short simple and by labeling it as a "Part", if you enjoy the video, you will proceed to their channel and continue to watch more of their videos. With a longer video, once the viewer is done watching they could easily move onto the next page leaving you and your product behind.

Simple short videos allow the user to watch more of them, while making viewer feel like they've spent less time watching and making viewers more likely to share them through social media channels.