VideoEgg

Should Online Video Be Shorter to Coincide with Average Viewing Times?

By blog_editor on Dec. 14 2007

Peter Kafka of the Silicon Alley Insider chatted up Jeremy Allaire of Brightcove fame recently (see How to Make Web Video Work: Make It Shorter). In that conversation, Mr. Allaire points out that while online video viewers select 4 minute videos to view, they only get through 2 minutes or so. Mr. Kafka infers that means something’s amiss in online video and that content creators should “make it shorter” to “make web video work.” Now, we who make our home here on the Range realize that this go-go-get-me-a-latte-txting-my-g/f-omg-is-that-Brittany generation likes it hot and fast, but we don’t think content creators have to “make it shorter.”

They have to make it better.

Great online shows like Ask A Ninja and Wallstrip easily clock in over the magic 2 minute mark. Good. No, scratch that. Great. Great content, entertaining stories, informative narratives and engaging characters capture viewers’ attention and don’t let go. Go check out Nielsen, all the top TV shows are hour long: CSI, Grey’s, 60 Minutes (60 MINUTES hell, it’s in the name), Without a Trace etc. etc.

Viewers bail out of a video when they’re bored not because the clock strikes 2. If they’re engaged they’ll stay with it. So don’t focus on the clock, creators. Just make it better. Then they won’t be able to click away.

Post by Jeff Reine
Director of Business Development