Corporate Eye

New Study Shows Brands Have 60 Seconds to Deliver a Message

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?

Image: Flickr

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.