- Videos used for marketing are 75% shorter than in 2016
- The variation in video length has also been significantly reduced.
- The average video length is expected to be around 65 seconds by 2024 and 39 seconds by 2026
Over the years, videos used for marketing purposes have become shorter and less varied.
bindera global leader in digital asset management (DAM), has released new research highlighting how the video content created by marketers has changed since 2016.
Bynder analyzed thousands of files stored on its platform and found that while the average video length created in 2016 was 168 seconds, by 2023 it will decrease by 75% to just I discovered that it was now 76 seconds.
Since 2016, video length has gradually decreased. The exception was in 2020, where the videos were slightly longer, likely due to a more focused audience due to the pandemic.
Based on this trend, Bynder predicts that video content length will drop to an average of 65 seconds by 2024.
Following the same trend means that by 2026, 10 years from when videos were 168 seconds long, videos will likely be just 39 seconds long.
We also found that overall video length diversity has decreased over the past eight years. In other words, whereas marketers once created videos of varying lengths, video content is now primarily in short form.
Steve Vinall of Bynder commented on the study:
“With so much content to distribute across so many channels, it has become more difficult than ever for marketers to isolate and share messages with their audiences. Video has become an important tool in the creative toolkit, and we are interested in the results of this study.
“We analyzed eight years of video content created by marketers to see how length has changed over time. Since 2016, the average video asset Not only did we see a 75% reduction in length, but we also saw a reduction in variation in video type. Clearly, short-form content is becoming more influential every year.
“Among other factors, this data may suggest that consumers' attention spans are decreasing due to the increasing popularity of concise, punchy content. , video length temporarily increased, especially in 2020/2021, as consumers had more free time due to COVID-19 and marketers adapted to this change. It is considered.
“Market players are faced with a tougher challenge than ever to get their messages across clearly and concisely in such a short amount of time.
“in binder We understand the importance of getting your content right the first time. That's why we launched Studio to help marketers with dynamic content creation, flexible sourcing, and batch creation. ”
Studio streamlines content creation for your everyday needs and supports the evolving landscape of shorter, more focused marketing videos. Adapt to trends and eliminate dependence on designers, complex design tools, and agencies by making it easy for anyone in your organization to create on-brand content using approved templates. Reduces
