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Optimal length for Video, Tips & Tricks, trakax for Business, Video School

What is the Optimal Length for a Business Video?

May 21, 2014

If you are thinking about creating a video for your business, it is important to think about the overall length of the video. There has been a lot of research and debate around this topic with the general consensus being the shorter the better. This does not mean every video you create has to have a time limit, nonetheless, research has shown that the shorter the video you create the more likely the viewer will continue watching until the end. Understanding some of this crucial data will help us make better decisions when creating our videos and in turn improve engagement

shorter videos are better for getting people to watch the whole thing…and are more engaging than longer videos”.

Source: Wista

There may be a couple of reasons why shorter videos are now more prominent and engaging. The rise of mobile technology is a good place to start. More and more people are consuming online videos through their mobile devices. How often do you get on a bus, train, plane, etc, and everyone is either on their phones or tablets shut off from the world. Even from my own personal experience, most evenings I will be on the couch watching TV and surfing my phone at the same time. I believe our appetite for information has grown exponentially. On the other hand, I also believe our attention span and tolerance levels have dropped significantly. How many times have you clicked on a video to start playing and almost immediately look down at the time and see 6 or 7 minutes and think ‘too long’, and quickly move on to the next video? If you’re like me, you may do this quite often. This obviously doesn’t make us bad people but as videographers or first time video creators, it does tell us some important information.

One must also look at the growth of short-form video apps like Instagram, Vine, as well as video editing apps like trakax. People are getting use to creating and watching quick fire videos and are expecting a lot from them in under 1 minute, 30 secs or even less. Major brands are now embracing this mobile technology and building their marketing strategies around them.

our appetite for information has grown exponentially. On the other hand…our attention span and tolerance levels have dropped…”

What may seem to contradict this point is that recently YouTube has changed its algorithm to rank videos on the amount of time-watched. This doesn’t necessarily mean that you need to create longer videos, what it does mean is that the videos need to be of a higher quality which captures the viewer’s attention and keeps them engaged. This is by no means an easy feat.


Wista, a video marketing platform built for businesses, conducted some excellent research in this area and put together some very interesting graphics on this subject. From the graph above, you can see that after viewing a video for over one minute there is a steady and rapid decline in engagement. The two most important points to come out of the data provided was that people engage more with shorter videos and the drop-off from longer videos near the start is significant. However, they state:

If your message is more complex, feel free to give it the time it deserves, but understand that a major chunk of your audience won’t make it to the end of the video and consider front-loading your video with the most important information at the beginning.

Source: Wista

So what can we take away from this information? One key factor is to know your audience and know the type of video you want to create. For example, some essential videos, like product tutorials, are going to be more in-depth and time-consuming than a basic promotional video. If you are creating a promotional video, you should be thinking about putting the key message and most important points near the start of the video. A tip to help with time management is to plan your script and be as critical and concise as possible. Record and time yourself speaking in to a microphone on a phone or using a webcam.

Jim Foxx, at onemarketmedia, put together this great list which displays the average lengths for different types of business videos. This list gives a great insight into the type of videos you can create and optimal length for them:

  • Corporate Overview Videos – 1 to 2 minutes.
  • Online Promotional Ads – 15 and 30 seconds
  • Broadcast Promotional Ads – 15, 30 and 60 seconds
  • Product or Service Promotions – 60 to 90 seconds.
  • Customer testimonials – 1 to 2 minutes
  • Recruiting Videos – 1 to 3 minutes
  • Content Marketing – 1 to 5 minutes (or longer)
  • Very Short Form Video – 6, 15 or 16 seconds
  • Viral Videos – 60 to 90 seconds.
  • Video Case Studies – 2 to 4 minutes.
  • Crowd-Funding Videos – 90 seconds to 2 minutes.
  • Training Videos – 2 to 30 minutes.
  • Product or Service Demos (not Promos… Demo’s) – 90 seconds to 3 minutes
  • Product Reviews – 1 to 3 minutes
  • Event Videos – 2 to 60 minutes.
  • Vlogs – 1 to 10 minutes

  • The data is in and it has shown that overall shorter videos work best and will have the most engagement. Be that as it may, if you create a quality video that captures people’s imagination and attention, it doesn’t really matter how long your video is, they will watch it.

    Visit our video school and see how you can improve your video production today.

    Making your First Video, trakax for Business, Video School

    Making your First Online Video – What you need to know.

    July 24, 2012

    Nobody knows your business likes you. Nobody is as passionate about your business as you – you’re selling everyday, so bring that passion to your website using video. Using our video tutorials in combination with trakAxPC, we show you step-by-step how to create simple, but effective videos that highlight and promote your products and services – even with a tiny budget!

    To start making a video you’ll need the access to the following (remember you can always borrow some of these items):

    Before you start recording your video, you may want to follow the steps below:

    • Watch the video tutorials on how to light your video using equipment you will have at home or in your office and basic camera techniques to get a feeling for what type of shots work (and what don’t!)
    • Make a plan
    • Get Inspiration

    Making a Plan

    The first thing you should think about is what message you want the video to convey. You want your video to be short – aim for around 2/3 minutes (although often you may go over this slightly, shorter is almost always better). So bearing this in mind you want your video to be short, edit down your ideas – one video does not have to cover everything you offer (that’s what a YouTube channel is for!).

    • Are you a new business looking to promote your company and services?
    • Are you releasing a new product or highlighting a new promotion?

    Once you understand the message you would like to convey to potential clients, you can begin writing and developing a script and topics to be covered. Sketch down your ideas as bullet points – they could be something like:

    • Quick Intro to the Business – who are you?
    • What is the service or product you are offering?
    • What’s the cost / what’s involved  / special offer for YouTube customers?
    • How do customers find you and get in touch – phone number / web address /email / facebook etc.

    Get Inspiration

    Before you start your video, it’s great to look at what’s out there. Check out our Inspiration pages or visit businesses similar to yours on YouTube and Vimeo to see what videos work really well in your market sector. Although some of the videos you view may have some professional touches outside your budget or know-how, you will always pick up tips on how to best stage your video, what content is truly compelling, what camera shots look well and how are businesses selling their products through online videos. Are they doing straight-forward product demos, are they focusing on building customer trust through tutorials and helpful advice videos? What tone of voice are they using – are they speaking directly to camera or using an interview style video? Take notes where possible and integrate these ideas into your plan.

    Recording Your Video

    After watching our video tutorials and making a plan, you’re now ready to start recording your video. A great thing to consider while filming is what is sometimes called “Fill Shots”.  “Fill Shots” are shots which can lead from one scene into another or can be faded in over a narration. We have found you can never really have enough “fill shots” and this is the footage that plays while your narration plays in the background  – so this could be your product in action, an example of your service etc. – always take slightly more than you think you’ll need as invariably your will have made a mistake somewhere, taken a bad angle etc.. Please see this article for more information on Fill Shots.

    Editing and Production

    Now that your video is recorded, it’s time to put it together. We’ve put together and in depth video tutorial on how to edit your video to produce a slick professional-looking business video –

    Share your Video with the World

    Finishing the video is really just the beginning of this whole process – you now have to get eyeballs on it! We have put together two videos to help you optimise your video’s SEO (that stands for Search Engine Optimisation or basically how to get found on YouTube and Google). To learn more, watch these video tutorials here –

    So this may all seem like a lot of work and may initially seem daunting. However, we have found that if you can dedicate one half day to filming and another half day to editing, you can create something really special – even on your first time. Take the video we created with the girls from the  Bridal Lounge, we recorded 2 hours in the morning and another 2 hours in the afternoon on a location with them. We spent approx. 4.5 hours editing this video. Definitely worth the effort! If you need convincing, check out this article in the New York Times, which gives the bottom line results of adding video to your marketing arsenal.

    As always, if you need more information on anything in this article, have questions on using trakAxPC or just want to leave some feedback, please contact us using the form below – we look forward to hearing your comments.

    Legal Issues, trakax for Business, Video School

    Recording People in Public & Private Places – The Legal Ramifications.

    July 20, 2012
    Legal Issue

    We have all done it. We have been at events like office parties, conferences, corporate events, product launches, etc. recorded video and uploaded the footage for friends, colleagues, customers, and the world to see. However, when recording video footage in a public or private place there are a few factors you need to consider. Most people, who are new to video, are completely unaware of the permissions required when recording people in a public or private place and uploading the resulting video to a site like YouTube and Vimeo.

    If you are using a video recording which contains another person image for your own personal and private use and is for a non-commercial purpose, you do not need the permission of the person.  But and it’s a big but, if you make the video available on YouTube, Vimeo or any site a third party can watch it and is used in a commercial capacity, you must get permission from that person to use their image (if not it may infringe on their right to privacy and/or publicity). If you do not have their permission, even if they are a friend or colleague, they have every right to ask you to take the video down off the hosting site.

    So what can you do?
    The simplest thing you can do is to have a release or waiver forms at your disposal. Simply type “Video Release Form” into Google search and you will find plenty of examples of forms (which can be also printed but be carefully as this may also infringe on copyright laws! Argh). A video release form has been described by WebVideoZone as “ a simple contract that gives you legal permission to use the image of the person who has signed the form for commercial and non-commercial purposes. Having a signed release form can give you protection in the event an individual appearing in your video should later decide to sue you for using the image (e.g., for invasion of privacy or unfair use of their image).”

    When do you need to use a release form?
    This really is a tricky subject and the laws with regards to personal image rights vary from country to country. However, if you plan to do any of the following in your next video, it is advisable to get a release form signed:

  • Use a person’s image in your video for commercial purposes.
  • Record people in a public/private place such as a restaurant, florist, coffee shop, etc. You will also need permission from the owner of the location, as well as any members of the public who are interviewed or filmed.
  • If you are recording a corporate training video, product demonstration, customer testimonials, conference, etc., get the person presenting the video and any other participating members or audience to sign the form.
  • What should be contained in the Release form?
    Make the release form as broad as possible, so you cover all bases. It should provide the video producer with full editing rights of all images and recordings. It should also include any information on the distribution and selling rights and must be dated and signed by both parties.

    Do I always need a Release Form?
    The simple answer is no, as there are some exceptions to the rule. If your video is solely a newsworthy event and involves shooting a crowded scene of people in a public area, you usually do not need a video release form from every person. As it is a public area, the “right to privacy” is generally overruled. However, it can be questionable what is and isn’t a newsworthy event.

    If are worried or unsure about the content contained in your Release form, I would advise consulting a legal media professional for further clarification.

    As the saying goes, a picture speaks a thousand words, so here are two must watch videos created by the LegalVideoGuys which will provide you with some detailed information on the legal issues with regards to online marketing videos and the right to publicity law.

    And video number two.

    Remember trakAxPC can be used for all your video editing needs. Start promoting your Business online today – buy trakAxPC for just $39.95.