Short videos not always the best for engagement
Video marketing platform TwentyThree has published a new study detailing how people consume video content, with surprising results.
Perviously, many followed the rule that short, concise videos offered more engagement than longer videos.
However, the findings by TwentyThree show that while 80% of the videos produced and shared on social media are under five minutes long, they actually account for less than a third of video engagement.
The study found that videos over 15 minutes in length accounted for 50% of all engagement recorded – but are only 8% of all video content produced.
Sixty-six per cent of people watch an average of 03.56 minutes of video, compared to 23% of people watching videos with an average length of 00.58, and 14% watching videos of an average length of 00:20 on Facebook.
The study also revealed that click-through rates increase by 62% when a video is laced in the thumbnail of an email campaign.
The study was based on feedback from 300 marketing teams, 1.5 million videos, 1.7 billion impressions and 650 million video plays.