We always stress not making your company video more than 90 seconds. The viewer may disengage, and your message won’t get across. But sometimes, a longer video is OK. Are we confusing you? Probably.
We wrote a blog post last year on this very topic, but now we’re going to show you a clear cut example of when we went beyond the 90 second mark and never looked back. Our latest client Integrate AdHQ has a really cool product that targets media buyers. When we made the video, we broke our 90 second rule, and created a web video that is a whopping 2 minutes and 36 seconds! Why did we allow ourselves the extra 66 seconds? Well, first watch the video and try to guess yourself:
This video for business is highly targeted – we say it right in the beginning that it’s for media buyers. But, that doesn’t mean we don’t want to introduce the landscape, though it’s a complicated one. We actually allow about 90 seconds to simply introduce the life of a media buyer before even talking about the client. The client doesn’t even come in until 1.23min.
Why? Well, we want to get our point across! The life of a media buyer is a complicated one – and if we just said that, we wouldn’t be able to connect as well with our target. So, in order to really appeal to media buyers, we sympathize with them for a minute and a half before launching into the solution of the problem.
Why does it work in this case? Because the story is interesting to the target. Media buyers that are watching this video are not bored but rather engaged because we are describing the difficulties in their job. If we skimmed over that, they might not relate as well to the video, which might hurt our client’s sales.
So, as we said before, sometimes it’s OK to go beyond the 90 second mark. But, you must be careful and make sure you have a real purpose when you do.