Does Size Matter?
When it comes to corporate video...yes. Keep it short and sweet. If you have your audience's attention then you need to keep it until the end of the film. This means you cannot:
go off on a tangent,
try to save money by cramming everything into one film,
exercise your inner Aronofsky/Scorsese
or let every department have their ‘input’ on the film.
Stay focused on your original brief. If your intention is to raise brand awareness, then don’t start adding price points, new product launches and USPS. Brevity will make the purpose more effective and the results more measurable because they are not diluted with other messages. Your audience will ingest the whole message rather than switching to your competitors' link halfway through.
How Long Should My Video Be?
Over half of the top 10 ads in Google's Official YouTube Ads Leaderboard of 2017 are no more than 2 minutes long, with the top 5 videos having a minimum of 28 million views each!
Research also shows that the ideal length for your corporate video is a maximum of 2 minutes long:
"After one minute, only 5% of viewers stop watching videos, but 60% will stop watching after two minutes. " - VideoGuru
So, in short:
The closer to 60 seconds you can get...
The more likely it will be watched to the end
The more likely they will watch the next one
The cheaper it will be
And taking my own advice… I’m out (drops the mic)