The Ideal Length For Video Ads On Digital

With Video Ads Length Does Matter.

In the fast-paced digital world we live in, where attention spans are shorter than ever, crafting the perfect video ad is an art form. That is why one of the key elements to consider is the length of your video ad. Too short, and you might miss conveying your message; too long, and you risk losing your audience's interest. So, what is the ideal video length for ads? Let’s dive in and find out.

Understanding Your Audience and Platform

Different platforms cater to different types of audiences, and each platform has its own optimal video ad length. According to various studies, here are the recommended video ad lengths for different platforms:

Facebook and Instagram

  • Recommended Video Length Range: 15 to 30 seconds.
  • Recommended Video Length: 15 seconds.
  • Reason: Shorter videos are more likely to capture the attention of users quickly scrolling through their feeds. Facebook's data indicates that 15-second video ads have a 75% higher brand recall compared to longer formats (Sprout Social).

YouTube

  • Recommended Video Length Range: 15 seconds to 2 minutes.
  • Recommended Video Length: 30 seconds.
  • Reason: While shorter videos (15-30 seconds) work well for skippable ads, longer videos (up to 2 minutes) can be effective for storytelling and deeper engagement. According to Wistia’s research, videos under 2 minutes maintain higher engagement rates, with the first 30 seconds being critical to hook viewers.
  • Platform-specific Recommendation: Short bumper ads of up to 6 seconds can be very effective. We recommend a mix of longer ads and short, targeted bumper video ads.

LinkedIn

  • Recommended Video Length Range: 30 seconds to 1 minute.
  • Recommended Video Length: 30 seconds.
  • Reason: Video ads on LinkedIn are effective in conveying complex messages due to the platform's professional context. Longer ads allow for detailed information, but keeping them concise helps maintain viewer interest (LinkedIn Marketing Solutions).

Crafting the Message

While the platform dictates the optimal video length, the content of your ad plays a significant role too. You need to strike a balance between delivering your message and keeping the viewer engaged. Here are the three most important ingredients every video ad should have:

  1. Start with a Hook: Capture attention in the first few seconds. This could be a captivating visual, a provocative question, or a bold statement.
  2. Keep it clear and concise: Focus on a single, clear message. Avoid cramming too much information into one ad.
  3. Include a Call to Action (CTA): Make sure to end with a strong CTA, guiding your viewers on what to do next.
No matter the length of your video ad, the message needs to be clear.

The Power of Shorter Ads

Research has consistently shown that shorter ads tend to be more effective. According to Google Ads, "Bumper ads (6 seconds) have a high view-through rate and are great for increasing brand awareness." These brief, non-skippable ads force brands to deliver their message quickly and effectively.

Twitter Business also supports this, stating, "Video content that is 15 seconds or less is more likely to drive brand recall." This is particularly important on platforms where users are constantly on the move and have limited time to engage with content.

The Case for Longer Ads

While shorter is generally better, there are exceptions. Longer video ads, typically around 1 to 2 minutes, can be highly effective for storytelling and building emotional connections with the audience. For example, a compelling 2-minute video can be perfect for YouTube, where viewers are more accustomed to watching longer content.

According to Think with Google, "TrueView ads (ads that can be skipped after 5 seconds) that are 30 seconds or longer have a 30% higher completion rate when they tell an engaging story." These ads allow for more in-depth storytelling, providing an opportunity to create a memorable brand narrative that resonates with viewers.

Testing and Analyzing

There is no one-size-fits-all answer when it comes to the ideal video length for ads. It’s essential to test different lengths and analyze the performance. Use A/B testing to see what works best for your audience and adjust accordingly.

Kissmetrics emphasizes, "The only way to know what works best for your audience is to test and measure performance continually." Look at metrics such as view-through rates, engagement, and conversion rates to determine the effectiveness of your video ads.

Partner with Experts

Creating the perfect video ad requires a mix of creativity, strategy, and technical know-how. Partnering with a professional video agency like Filmkraft can make a significant difference. They have the expertise to produce high-quality videos that capture attention and convert viewers into customers. Filmkraft understands different platforms and audience behaviors, helping you craft the ideal video ad tailored to your specific needs.

In conclusion, the ideal video length for ads depends on several factors, including the platform, the message, and the audience. By understanding these elements and partnering with experts like Filmkraft, you can create impactful video ads that drive results. Keep it short, sweet, and engaging, but don’t shy away from longer formats when storytelling calls for it. Always be ready to adapt based on performance insights. Happy advertising!