Videos for Internal Communications: How long is too long?

HiResIf you’re thinking several minutes, you may want to reconsider. You’re unlikely to have anyone watch all the way through to the end of the video.

Research shows that after 10 seconds, a fifth of your audience has already clicked away. After 30 seconds, a third are no longer viewing, and this drops to nearly half by the one-minute mark.

Get your main takeaway in with those first ten seconds or jeopardize your ROI. Think like a newspaper reporter and use the inverted pyramid formula. The highest priority information goes first, with the remaining content following according to the hierarchy of its importance. communicated to the most people.
Keep your overall length relatively short as well. It might seem logical that your audience would want more information in a longer video, but research shows that desktop viewers generally stick around for only two minutes or less, and mobile viewers have about a 30 second longer attention span. Limit the use of graphics and transition to what is necessary to make the video engaging. Viewers can be easily overwhelmed if the video is oversaturated with motion and graphic elements.

That does not mean long-form videos are never appropriate. Quarterly earnings reviews, training videos, webinars and any information that would best be communicated in a TED Talk format are all examples of videos where you might bend the rules a bit.

Lastly, stick to the subject. While you want to get the most out of your investment, include only one topic in each video. It is both confusing and unprofessional to try and squeeze HR enrollment information in a video on corporate culture or a quarterly earnings review.

Ready to produce your own internal communications videos? Tribe can help.

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