How Long Should your Commercial be?

In a world full of distractions, it is hard to grab somebody’s attention and make them stay attentive. Video Length has been an issue with people who wants to make their content that people would not get bored of. But how long are videos need to be exactly to get people to truly appreciate it? According to a research by Visible Measure, marketers have 10 seconds to grab a viewer’s attention in a marketing clip. Additionally, 20% of users will click away from the video within 10 seconds or less.

  • By the 2 minute mark, you can expect that 60% of users are already clicking away. These statistics hold true irrespective of the video duration.
  • Desktop users will have an attention span of 2 minutes or less while the mobile users will stay a little longer or around 2.4 minutes.
  • The key to actually finding out the right length for your videos is to analyze every video content you put out there.

Having video analytics data to gain insight into user behavior can help any marketer determine the right length for every kind of video that they have.


BoConcept Vancouver Introduction – Red+Ripley Commercial from Red+Ripley on Vimeo.

Actually, Wistia looked at 564,710 videos, and more than 1.3 billion plays for their research to find out what really happens after the next 2 minutes and this is what their data tells us.

Videos up to 2 Minutes Long get Tons of Engagement

Engagement is steady up to 2 minutes, meaning that a 90-second video will hold a viewer’s attention as much as a 30-second video. 


Tera Brew Craft Beer Dispenser from Red+Ripley on Vimeo.

Animated commercial videos are a highly engaging and fun way to tell your potential customers what your product is all about and how it can help them on their daily lives. The great thing about animation style is that it enables you to connect with your audience on a more emotional level, while delivering a brief and appealing message that combines attractive visuals and animations. Moreover, these type of commercials can deliver a message in a very short time.

For these types of project, we create Animation product overview for the client bringing in all important content that their target audiences should know.

  • We use highly engaging graphics and animation using our 4K video format.
  • We created an animated corporate videos pass out specific concepts and ideas in a brief and clear way.

Product Overview Video content is not only fun, attractive and cool. It’s also a powerful tool to push sales.

Check this article to know more about filmmaking.

There is Significant Drop-off Between 2 and 3 Minutes

After 2 minutes, every second counts.

This is where the exponential decay kicks in. This isn’t to say that you should cut a 10-minute video down to 2 minutes—some content warrants longer videos—but it does suggest that you’d be better off cutting 30 seconds from a 2-minute 30-second video to keep viewers’ attention.

In considering social media commercials like in YouTube or Facebook, a 30 second video is the most effective pre-roll ad length is between 15-30 seconds. 20-seconds is the industry standard. However, ads as short as 5-seconds and as long as one-minute are both good options as long as they’re engaging.

6 to 12 Minutes is Sweet Spot #2

The engagement decay really starts to level off after the 6-minute mark. Every second counts between 2 minutes and 6 minutes, but there’s hardly any drop-off between 6 minutes and 12 minutes. If your video ends up being 8 minutes instead of 7 minutes, it shouldn’t have a significant effect on engagement.


WinWin – Animated Explainer – Red+Ripley Commercial from Red+Ripley on Vimeo.

Still, you  need to muster every trick you can get to have the viewers entangled to watch. Although, a lengthy commercial can be costly. Since you will have to pay more in having these broadcasted through television or in some social media sites.

Proceed with Caution After 12 Minutes

Just like writing, a video needs to be as long as it needs to be. Videos beyond 12 minutes are likely either narrative-driven stories or intense tutorials. In both cases, the viewers expect the c to be longer.

Still, every minute beyond 12 means you are losing people. And while the drop-off from 12 minutes to twenty minutes is less steep than the drop-off from 2 minutes to 6 minutes, it’s important because longer videos are often more expensive and time-consuming to make.

Grabbing someone’s attention through video is not hard. You just need to find that sweet spot and keep your content interesting to ensure that viewers will stay and your video content will have a good reception.

So if you are looking to create a video commercial, be it for television or social media, talk to us! We offer a wide range of ideas where you can choose what you want envision. A special discovery session will provide you with the tools to asses what you want to advertise.

Learn more about film and video in Vancouver.

About the Author

Colter Ripley is the Executive Producer for Red+Ripley and a Video Producer. 

We’ve been producing videos for over 18 years after winning film festivals nearly two-decades ago. 

Colter is certified in digital film with a specialization in cinematography. He has a multimedia diploma and handles project management as a certified business coach.


Video Production Services in Vancouver – by Red+Ripley from Red+Ripley on Vimeo.

His main focus is a collaborative and custom video production. He does not only guarantee superb customer service but also the final product clients will be excited to share!

If you’re looking at working with a great producer for animated explainer video production, definitely give us a call or fire us an email. We’ve been doing this for so many years it’s pretty easy to quickly help.

Know more about best production companies here.

Email us to discuss your production!

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