Category: Video marketing

Finding the right length for your video

Marketing in the digital age has become a battle over people’s attention. As we become more and more inundated with screens, social platforms and videos, attention spans continue to shrink. A marketer’s goal is to capture as much of someone’s time before they click, scroll or swipe away to the next thing. It’s no secret that video content is the best way to get someone’s attention. But how should a video be crafted to make the best impression on that viewer’s attention? The most important thing to look at here is the length.

Human attention spans are growing shorter and shorter, now falling behind even goldfish. It is obvious that content should not drag on. But when it comes to length, it’s not as easy as making your video “short.” Depending on factors such as platform and target audience, “short” can mean a number of things. Facebook, Twitter, Instagram and YouTube all have different ideal lengths. These lengths are based on what users typically come to the platform hoping to watch.  Expectations of engagement time vary widely from YouTube to Twitter.


The most robust home for video also carries the need for the longest content. Users log onto this leading  platform looking for in-depth content that will keep them occupied. The nature of subscribing to specific channels and creators means that people come in mostly knowing what they want to watch and how long they want to spend watching it.

In recent years, YouTube has shown a tendency to favor longer videos, around the 10 minute mark. Content creators have struggled getting their content in front of subscribers if they fall under this length. When thinking about it from a marketing standpoint, this length requirement doesn’t directly apply. But it does create a unique definition of “short” when creating commercial video for YouTube.

Users aren’t scrolling through a number of posts during a YouTube session. So if you want to make an impression, its best to stay around the two-minute mark. You can use this length to create a how-to tutorial or product demo. Ideally, it will be run as an advertisement in front of another channel’s video.

“For the majority of people, a 15 second ad is fine, 30 seconds is acceptable, and a minute is pushing it,” adds our in-house videographer Matt Crum. “Anything over that is really for your existing audience or someone who is already on the verge of becoming a client.”

The ad can either be a shortened version of the full two minute video, which would be posted on your channel, or it can be the full content with the option to skip after a few seconds. Both methods are equally effective, so long as the user has a way to click through to your channel.


Choosing the right  length for Facebook is all about catering to sharing. If the audience for your content isn’t incredibly broad, that same 2-minute mark might work perfectly. But if you’re reaching a wide audience and your content is highly shareable, you’ll want to trim a minute off of that length. Similar to YouTube, longer videos are better suited for speaking directly to a targeted audience.

Social media platforms, especially Facebook, are often viewed on mute. This is important to consider when planning how much of a viewer’s time you are going to take up. Because the user needs to get the point without hearing anything, the video needs to be long enough to get the idea across. This is the reason why you want your video to last between 1 to 2 minutes. A 30-second video, while better suited for a user scrolling through their feed, is too short to effectively communicate a message without sound.

With this in mind, it’s important to be sure that your video remains visually interesting from start to finish. One minute doesn’t seem like a lengthy amount of time at all, but your video can’t just be footage of someone talking with subtitles for muted viewers. The visuals need to accurately represent the value of your product or service during the time you have. This means that multiple shots are needed. Or if your video is a product demo or tutorial, the subject of the video should be using or interacting with your product the entire time, rather than pausing to explain something.


Instagram has a video limit of 60 seconds. The ideal length of a video on this platform is actually far less than 60 seconds anyway. According to HubSpot, 30 seconds is best, as videos that get the most comments typically average about 26 seconds in length.

Since this service only allows for short clips, flashy visuals are a requirement. You want the user to experience an incredibly brief, but compelling clip that encourages them to follow a link in your page’s bio. It is also important to remember that videos loop on Instagram and are played on mute as long as the device is set to silent mode.

Create your video with these things in mind. People often rewatch looping videos multiple times if they are brief enough. Quick, flashy cuts  will make viewers feel the need to watch it again to take it all in. Even though it is short, viewers will spend enough time with it that an impression will be made.

Get your video stream started

You will want multiple versions and cuts of your commercial video in order to integrate it well with each of these services. Your full video can be cut into its most visually interesting and flashy shots. The goal is to push the viewer to the full version, and eventually to your website or product page. There is still time left to enter our Bundle Up video giveaway contest. Your business has a chance to win a video package of varying lengths, each best for a different video platform.

Have questions? Meet the King & Columbus team at our monthly marketing meet up.

Tips for Commercial Video in 2019

In an age where everyone wants  to avoid ads and commercials, the truth is that commercial video is engaging more people than ever before. Video can incorporate many types of content, such as graphics, text, voiceover and photos. All of these come together to create a medium that stops page scrollers in their tracks. Showing your product or service in action is the preferred way for customers to learn what you have to offer. Every business should be using video in some capacity to reach customers or clients. But what are the most important aspects to focus on when building commercial video?

Find the right platform

Between YouTube, Twitter, Instagram, Snapchat and more, it can be challenging to create video that connects with the right audience through the right platform. In most cases, commercial video should be built with the platform in mind. Creating video ads for YouTube is entirely different from Snapchat. Users have different expectations for each video service, and the ads they find on that service should align with their expectations.

For example, Snapchat users aren’t expecting to watch a professionally shot and edited video on that platform. They come to see quick clips from their friends. Between viewing stories from their friends, users expect that ads will have the same look and feel. Knowing how to create an ideal snapchat ad is a useful skill, but the key is to never overthink it.

YouTube ads live on the opposite end of that spectrum. This platform is more suited for people that log on expecting to spend quality time with their viewing content. This environment is perfectly suited for YouTube’s ability to provide highly targeted ads on videos. It’s a more personal experience that requires a more professional touch. As a bonus, YouTube has added vertical video to its available formats for video ads.

Email is also a fantastic home for video marketing, and it is often overlooked.  Using video in email marketing can lead to much greater click-through and open rates, as well as increasing how often the video is shared among potential customers.

Utilize the right content

The quality of the video is only one aspect to consider when choosing a platform, though. Equally important is the actual content of your video. While customer testimonial videos work great on almost any platform, other types of content like informational videos don’t necessarily fit on a platform like YouTube or Snapchat. YouTube videos can be longer than most platforms, but viewers don’t want to spend too much brainpower on a video ad there. Video tutorials that explain a product or service will always find a better home on your website, where customers intentionally visit to learn more.

Traditional video ads focus more on marketing a line of products. But recent trends show that video marketing focused on a specific product can be effective. Because it is so important to instantly grab a viewer’s attention, video marketing should cut right to the chase. Show your audience exactly what they get from your business instead of leaving them wondering who and what you are as they click the skip ad button.

This is highlighted by a recent trend in film trailer marketing. Have you noticed that every movie trailer on the internet now has a 5 second highlight reel full of the best parts of the trailer your about to watch? While this might feel awkward in front of a trailer that you specifically choose to watch, it makes a huge different on services like Twitter, where you want to capture attention as people scroll through posts. Even though this specific tactic can’t be used for product videos, it is proof that finding the right way to quickly grab attention is very important.

Find the right tone

The most unique thing about video content is its ability to connect with our emotions far better than most still images can. The largest driving force in video sharing is emotional content. Research has identified that there are essentially just four basic human emotions. It doesn’t take long for viewers to understand that your video makes them happy, sad, afraid or angry. Once you know the best platform for your video and what content you are featuring, you can identify the best emotion to target in your brand marketing.

If you know your video is going to appear on social media channels, it might be best to showcase a lighter side to your company. You can build engagement and a personal connection through a happy tone. On the other hand, companies with an important message can utilize negative emotions like sadness or fear. This tone is often found in more traditional commercial video on television and in front of movies. Negative emotions rarely fit into viral content, but they can spur people to action when viewed in a more traditional format that can’t always be skipped over.

Get started with video now

Video marketing is the most important tool in a businesses’ toolbox in 2019. Understandably, it can be challenging to start making videos for your company without the right tools or skills. King and Columbus is announcing the launch of a new video package contest. The winner of the Bundle Up Video Giveaway will get a custom business photo and video package created by our expert team. Enter to win at

3 Ways Vlogging will Enhance Your Brand

First thing’s first: What’s a vlog?

A vlog, or video blog, is an informative content piece created with the help of video, unlike the classic text blog. Your business is probably already using blogging as a part of your lead generation strategy, but you will 100% bring your brand to the next level by incorporating video.

How will vlogging enhance your brand?

It gives your brand a face and overall personal touch.  Whether you’re a small business or a well-established brand, vlogging is strategy that allows you to provide a personalized learning experience for your customers. You want people to see this experience as buying a product from a person, rather than a business. These are the vlogs that leads to conversions.

The future of marketing is entirely visual. 1 billion hours of videos are watched every day on YouTube, and 600 billion hours is collectively watched each month. People are simply more likely to retain information that they both hear and see. If you make a vlog describing the upcoming release of a new product, you’re far more likely to leave a lasting impression. Four times as many consumers would rather watch a video about a product rather than reading a written description.

Vlogging will expand your authority in a creative way. You’re not only telling people about your business, you’re actually showing them what you can do and how you do it. This establishes expertise in your field, further adding credibility to your company brand.

For example, check out this “how-to” vlog from Brian Dean, CEO of Backlinko:

Brian immediately states what you’re going to get out of the video, and literally shows you the best practices for linking back to your business’ website successfully. This video was posted 6 days ago and already has 10,144 views with 644 likes. I’d be willing to bet he closed several contracts simply by sharing this knowledge.

Convinced that vlogging is worth it? The next step is to do it. If you want to get into more of the specifics on how video will enhance your content strategy, let’s talk.

3 Ways Video Will Make Your Small Business Larger than Life

There’s no denying that video marketing is one of the most important means of marketing, and has been for a while. Businesses love it. Consumers love it. It’s a trendy and informative way to not only tell your customers what your business is about, you can show them. Every business needs to be incorporating video in some form into their marketing strategy – especially small businesses. Video will give your small business a big voice.

How? We’ve got 3 reasons:

  1. YouTube is the second biggest search engine in the world. So, if you’ve got branding videos, product demos, you name it, on a branded YouTube page – you’re going to see a massive increase in traffic to your website. The search for “how-to” videos has increased by 70% over the last two years. If you don’t have a presence on YouTube, you’re missing out on good business.

  2. Increase level of understanding of your product. It’s often difficult to explain the technical ins-and-outs of a product in a few sentences on the home page of your website. Visually showing consumers what your product actually is will exponentially increase their understanding. Viewers’ understanding of products increases by 74% after watching video. If you don’t have a product demo readily available to your prospective customers, this should be at the top of your list this year.

  3. Increase website conversions. This one is simple. Conversion rates for video are currently sitting at 4.8% as opposed to 2.9% without a video component.

Press play on video marketing. To test the waters in your market, enter our Endless Summer Video Giveaway and get a custom video and photo package for your business! Don’t just tell your customers, show them what you’ve got.

Does your brand need a refresh? Enter to win a custom video package valued at $3,000!

The summer months are upon us, and local marketing campaigns are heating up. Is your business looking for ways to refresh your brand?

We are excited to announce our Endless Summer Video Giveaway contest! We’re calling all Charleston businesses to enter to win a custom photo and video package valued at $3,000. This includes a branding video, photoshoot, and headshot series. Enter by June 21 at 11:59 PM for a chance to win this prize that will take your business (and revenue) to the next level.

For a taste of what you would be getting, check out this branding video we recently wrapped up for Cannonborough Beverage Company:

Cool off this summer with a refreshing photo and video component in your digital strategy. Enter below to win!

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