There was a time when it seemed that all you needed for a successful video was great creative. You still need that of course, but the days when that could deliver you a YouTube sensation are long gone. There’s just too much competition out there for the vast majority of branded videos to make any real impact. Yet, every brand knows that having an engaging piece of online video content can have a significant impact not just on brand awareness but also on sales.

The result has been greater focus on creating a proper media plan for branded video content as the campaign objectives shift from mass market to targeted audience. And to do this content distribution platforms have been investing in analytics and reporting technology that gives media and creative agencies unique access into how to develop their paid for online distribution and what style of content works in different environments. Using this insight significantly helps brands to create content and media plans that successfully engages their target audience through bespoke distribution, maximising the viral potential.

So what works and what doesn’t? There’s no surprise to discover that the first 20 seconds of any online video are crucial. Users quickly decide whether they are interested or not in your content. But, what is interesting is the fact that the ideal length for an online branded video lies between 45 and 90 seconds. So, if you keep the user for the first 20 seconds, you are much more likely to keep him or her there for up to a minute and a half. This is crucial for two reasons. It gives brands a clear idea of which point in the video they need to make their calls to actions. It also tells them that just using a normal TV ad and putting it online won’t work. In fact, content that looked like a TV ad is only passed on by users on average 0.5 times per every 1,000 views.

Beyond 90 seconds user attention is lost. In fact on average 40 per cent of online videos are not viewed to the end, which again influences the point where calls to action need to be placed. When it’s placed at the end of a video, the CTR is just 1.5 per cent. If the call to action comes between 45 and 90 seconds, the average CTR rises to 6 per cent and the content is passed on by users on average 5 times for every 1,000 views.

Analytics technology is also helping brands and agencies to understand how users react to content depending on the industry sector and also which actions users are most likely to take to pass content on using social media like Facebook and twitter. Viral Actions Rates (the number of actions taken by users for every 1,000 views) are becoming the benchmark currency for brands and agencies to plan and measure the success of their campaigns across different sectors, geographical areas and demographics.

In this article though we are simply focussing on the question of how long an online branded video should be. We now know three things. Firstly, the opening 20 seconds must deliver a value promise or a hook. The highest video abandonment happens at 20 seconds. Secondly, building consumer interest increases viral activity around an online campaign. After getting their attention in the first 20 seconds, the hook should transition to the main content experience. This should last about a further 20 to 30 seconds. Finally, when consumer attention and interest is peaking around the 45 second mark, the experience should shift to a conclusion that delivers satisfaction for the user and be coupled with strong call-to-actions. Using this formula will go a long way to ensure high CTRs, even if the distribution of the content has to be paid for.

Nick Roveta
Product Director, Goviral