Back in the olden days video online was so simple… chucked it up onto YouTube and share the link.
Those days have long gone. The web is a different place and people use different channels in different ways.
On Twitter and Facebook where you scroll through your timeline your attention span is shorter. On YouTube, where you can go looking for content on specific subjects it can be longer.
This is a list of the maximum length for content and also the optimum time based on research:
Other questions to ask
Of course, the length of your dependent on a few factors. ‘Is your audience using this channel?’ is a key question.
‘Is the video useful?’ is also a key question. Does it have sub-titles? Music? There’s a few other questions to ask but the optimum video length is a good starting point.
The last time I blogged the optimum a few months back people asked for the source of the research. So this time, here are some links to help you. Not all the channels have an optimum length. Periscope, for example.
LINKEDIN is the new kid on the block with native uploaded video. Five minutes is the most you can upload and there is no clear research on what is optimum. As a platform, I’d guess it falls between the 45 seconds of Twitter as video falls into the timeline. But often people post ‘how to’ videos that run beyond the YouTube max of three minutes.
There’s a number of other ways to present video I’ve not touched upon. VIMEO has fallen behind in recent years but still has fans and you can upload via VIMEO LIVE with a premium account. You can go live via YOUTUBE LIVE but there is little accessible guidance for the amateur. FLICKR can take video of up to 1GB but will only play back the first three minutes.
360 & VR Facebook and YouTube in particular are chasing this new way of shooting video but there is little out there on maximum and optimum upload times.
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At last, LinkedIn has joined the race to encourage people to consume video on the channel.
The long-predicted move sees the platform for professionals allow you to upload directly to the site.
How you can upload video to LinkedIn
Easy. You can do this by adding a video when you are adding an update from your own profile from a PC. There is a video button as part of the range of options. You can also shoot video from your phone or add a video from your camera roll.
At the moment, this is limited to updates in your own name. You can’t do this yet from the company page. For me, this isn’t a huge loss. People connect to people on LinkedIn and let’s face it, the company page is a pretty dull place.
So, cat memes on LinkedIn now is it?
What this does is add some extra dimension to the field. This is unlikely to see an explosion of cat memes on LinkedIn. This isn’t Facebook. But it does mean that when you are looking to communicate a new field has opened-up.
How you can use LinkedIn video
LinkedIn themselves have published a short guide to using video on their platform. This is going to be a bit trial and error, I suspect. You can read LinkedIn’s own advice here.
In short, LinkedIn think:
Something work related.
Less than five minutes in duration.
Tips, a talk or a how-to guide they are keen to share
Interestingly, they are after candid, not-overly produced and over-selling, too. This should pave the way for in-house video that doesn’t cost the earth.
At the moment, they don’t have a live broadcast functionality but I can see that changing.
Five ways to use LinkedIn video
Consultation. If the audience is more professional than other channels, that’s fine. This is where business people and others are. So if you need to get their feedback try here. A short video may work as part of the mix.
Recruitment. If your HR team are looking to recruit a short video may help.
How to guides. There are a range of things that professional people need. Advice on how to complete a planning application, take on an apprentice and many other things present themselves.
Professional opinion. Best practice guides or vlogging could lend itself well to the platform.
Experiment. The field is clear. Dip a toe in the water.