We all know that brands have mere seconds to deliver key messages before consumers move on. New research from Tube Mogul proves that fact by providing the percentage of an audience that sticks around while watching videos. Here are the findings:
- After 10 seconds: 89.61% of the audience continues to watch
- After 20 seconds: 80.41% of the audience continues to watch
- After 30 seconds: 66.16% of the audience continues to watch
- After 60 seconds: 46.44% of the audience continues to watch
- After 2 minutes: 23.71% of the audience continues to watch
- After 3 minutes: 16.62% of the audience continues to watch
- After 5 minutes: 9.42% of the audience continues to watch
What do these statistics tell us? If your video is longer than a minute, don’t bother. Best case scenario – keep your videos under 30-seconds or at the very least, make sure your most important messages are included within the first 30-seconds – including your call to action.
At a time when videos are becoming the online rage, marketers and brand managers are catching on that they can reach a new audience through online video. Branded YouTube channels, blogs and more are popping up everywhere and performing well if they truly add value to the customer experience. However, if you’re using videos to deliver marketing messages, heed the warnings of the Tube Mogul report and keep those videos short!
And next time your boss asks you to create a sales video or other type of video presentation, point out these statistics to remind him or her that it really is better to keep that video short and sweet. Remind your boss that after 60-seconds, you’ve already lost 53.56% of your audience!
What do you think? As a consumer, do you frequently watch marketing-related videos that are longer than 1-minute?
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