Crafting the perfect pitch video is an art form, and determining the optimal length is a crucial aspect of this craft. Too short, and your message might not resonate; too long, and you risk losing your audience's attention. So, how long should a pitch video be?
The short answer: between 60 to 90 seconds. But as with most things in life, the devil is in the detail. Let's delve deeper into this, exploring why this range is recommended and when you might deviate from it.
Understanding the 60-90 Second Sweet Spot
The 60-90 second range is not arbitrary. It's based on our understanding of human attention spans and the nature of the online world. Here's why:
1. **human attention spans are short**: Research shows that the average human attention span is around 8 seconds. While this is often misinterpreted, it underscores the challenge of maintaining audience engagement. Keeping your pitch within 90 seconds helps ensure you're working with, rather than against, this natural limitation.
Lost in the Noise: The Perils of Lengthy Pitches
In our fast-paced, online world, time is precious. Long videos can feel like an imposition, especially if they don't immediately hook the viewer. According to Wistia, only 17% of viewers watch business videos for more than 30 seconds, and only 37% watch for over 120 seconds. Staying within 90 seconds helps keep you within that engaged 37%.
2. **Longer videos see lower engagement**: data supports this sweet spot. Marketing videos under 60 seconds have the highest engagement rates, with a clear drop-off at around 90 seconds. By staying within this range, you're giving yourself the best chance ofbeing watched from start to finish.
The Importance of Brevity: Why Less is Often More
Brevity is a strength in storytelling. It forces you to distill your message down to its core. In a pitch video, this means focusing on the key benefits of your product or service, rather than getting bogged down inetails. It means being concise, clear, and impactful. In essence, it means saying what you need to in as few words as possible and letting the video do the rest.
When to Deviate from the Norm
While the 60-90 second rule is a strong guideline, there are exceptions. Here's when you might consider deviating:
1. **When diving deep is necessary**: Some pitches require more explanation. For complex products or services, a longer video can provide the necessary context and detail. However, this should be approached with caution. Even in these cases, breaking the video into parts or using animation to explain complex concepts can help keep engagement high.
Precision over Length: Making Long Videos Engaging
If you do need to make a longer video, the key is to keep it engaging. This means using visual storytelling techniques, varying your pace, and including interesting facts, anecdotes, or testimonials. It's not about the length, but how you use that length to capture and maintain your audience's attention.
2. **When your audience expects length**: Different audiences have different tolerances for video length. For instance, those in creative or tech industries might be more accustomed to longer video content. Understanding your audience and their expectations can guide your decision on video length.
Understanding Your Audience's Attention Profile
Every audience is different. Some are more patient and receptive to longer content. Understanding your audience - their habits, preferences, and attention spans - can help you make an informed decision about video length.
In conclusion, while there's no one-size-fits-all answer to the question of how long a pitch video should be, the 60-90 second range is a solid guideline. It respects human attention spans, maximizes the chance of viewers watching your video in full, and encourages brevity and clarity in your pitch. But remember, every rule has its exceptions. Stay informed about your audience, craft your message well, and let your video do the talking.