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Patient Attraction Episode 92: Why You Should Spend More Time Thinking About Video

Colin Receveur here and I have some bad news to break to some of you: Length matters. Come back and I’ll tell you what I’m talking about.

– Welcome to the final part of our 3-day series on the effectiveness of video.
– Today I want to talk about length of videos. There is a lot of debate about how long you can hold someone’s attention with video.
– Let’s look at the numbers:
– The first is 10 seconds. According to research by Visible Measures, 20% of your viewers will click away from a video in 10 seconds or less. You’ll lose about 1/3 of your viewers by 30 seconds, 45% by 1 minute and almost 60% by 2 minutes. And those numbers remain the same no matter how long the video is.
– According to research by Jun Group (2011), videos that are 15 seconds or shorter are shared 37 percent more often than those that last between 30 seconds and 1 minute.
– The average length of a YouTube video is 4 minutes and 21 seconds. That includes everything from 10 second Vines to 120-minute concerts.
– While desktop viewers tend to stick with videos for 2 minutes or less, mobile users seem to have a longer attention span, all the way up to iPad users who will stick with a web video for an average of 5 minutes.
– According to comScore, the average Internet user spends 16 minutes and 49 seconds watching online video ads every month.
– So what can we take from this? Strive to make your content as short and punchy as possible to guarantee the highest viewership. If your video is 30 seconds or under, most people will watch it all the way through. If it’s more than 2 minutes, most people won’t make it to the end.
– But you can take longer. Say what you have to say. These podcasts vary between 3 1/2 minutes and 9 minutes. Don’t let an arbitrary number keep you from showing your personality and expertise.

Thanks for watching and, until next time, keep moving forward.

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