One of the most common questions I get asked by business owners is: “How long should my marketing videos be?”
And while I wish I had a simple, one-size-fits-all answer… the truth is, it depends.
But before we get to the “how long,” let’s talk about why video length actually matters.
Why Video Length Matters (More Than You Think)
There are two key reasons:
1. For Your Viewers
The length of your video directly affects how your audience experiences it.
If it’s too long and they get bored, they’ll leave — and maybe not come back.
But if they watch to the end and feel satisfied, they’re more likely to tune in again the next time your video shows up in their feed.
The longer your audience stays engaged, the more trust and connection you build — and that’s what turns viewers into buyers.
2. For the Algorithm
Let’s be real: love it or hate it, the algorithm matters.
Platforms like Facebook, Instagram, LinkedIn, and YouTube all want to keep users on their platform longer. If people are watching 90% of your video, that’s a huge signal that your content is valuable — and the algorithm will show it to more people.
On the flip side, if people bounce after 10%, your content might get buried.
So… How Long Should Your Video Be?
The most annoying answer? It depends.
Here are the key things to consider:
The Platform
Each platform has its own video culture.
- Instagram Reels and Stories lean short and snappy.
- YouTube and Facebook Lives allow for more depth.
Even within platforms, different formats (Reels vs Stories vs Lives) have different expectations.
Your Audience’s Stage in the Buying Journey
Difference audiences need different types of videos, including different length videos. You need to think about the purpose of your video and who it’s for before deciding how long to make your video
- Cold audience (they don’t know you yet): short, attention-grabbing content works best
- Warm audience (getting to know you): go a bit deeper, show more of your personality and value
- Hot audience (ready to buy): longer, more informative videos can seal the deal
Your Skill as a Presenter
If you’re newer to video, shorter is better. Less stress, and less pressure to keep people engaged for long periods. But as your confidence grows, so can your video length.
There’s a reason the Mark Twain quote rings true: “I’m sorry this letter is so long. I didn’t have time to make it shorter.”
Creating short, powerful content is a skill — and it takes time.
Real Examples
Here are two examples, both from Instagram:
- One business owner I know crushes it with 7-second Reels — and not just likes and views. They get DMs that convert to clients.
- Another business owner goes live for an hour every weekday and builds a highly engaged audience doing so. People that stay until the end, engage and ask questions. And most importantly, keep coming back.
Both work. The key is knowing what your audience wants — and what YOU can deliver well.
Where to Start (Especially If You’re New)
If you’re new to live or long-form video, I recommend starting with videos that are 5 to 15 minutes long. Plan out your message ahead of time — outline your key points and a story or two to illustrate them.
Then, once you’ve been consistent for a bit, start checking your analytics:
- How long are people watching?
- When are they dropping off?
- Are they staying engaged right to the end?
That data will guide your next steps — whether that’s trimming your content or trying longer, deeper dives.
Recap
- Length matters for viewer experience and algorithm reach
- Different platforms = different expectations
- Audience stage + your speaking skill = important factors
- If you’re just starting out: keep it short and plan ahead
- Let your data help you decide what’s working and what’s not
If you have a question or opinion about video length or marketing strategy, comment below. I’d love to hear from you!
