NEW SOCIAL VIDEO: What are the optimum video lengths for social media in 2019? UPDATED

 

best video lengths 2019

I’ve mapped optimum video lengths for a few years now and the landscape is often moving across that time.

Earlier in 2019, it was the shift from Facebook to steer people towards three minute videos from the previous optimum of 15 seconds.

Now, looking at it fresh there has been a further tilt. Filling the 15-second void is the Chinese-owned video network TikTok. I’ll blog a quick explainer on how public sector people can approach TikToc as a platform.

Video in the UK remains a key part of a comms strategy

Globally, video consumption over the internet is expected to rise by 13 per cent over the next five years, according to PWC.

With 87 per cent of UK adults using the internet daily or almost daily, according to the ONS internet use is baked in to what we do. It’s no surprise that on a smartphone or a tablet is where a lot of video is going to be consumed.

According to Ofcom, 18 to 34-year-olds are watching more than an hour of YouTube on its own.

But as with everything, video is part of a raft of channels that can be used to the 21st century communicator. The best comms is the right content in the right place at the right time.

Research platform-by-platform

YOUTUBE: The maximum length of 15 minutes can be increased to 12 hours through a straight forward verification step.  Optimum length is much shorter

INSTAGRAM: Maximum length was increased from 15 seconds to 60 seconds with research via Newswhip suggesting a much shorter length. 

TWITTER: Maximum length of 140 seconds is comfortably within Hubspot’s suggested 45 seconds.

SNAPCHATMaximum length is a mere 10 seconds but Hootsuite suggest five seconds is the sweet spot.

PERISCOPE: A maximum length and the sky is the limit but there is little research on what the optimum length of a live broadcast is. The average length of top 12 videos on liveomg.com is 18 minutenew video lengths 2019s.

FACEBOOK: Facebook has shifted the algorithm from 15 seconds as optimum length to three minutes.

TIKTOC: This video platform has been storming it in 2019 and the default length is 15 seconds with a maximum of 60 seconds.

FACEBOOK LIVE: Can run for 240 minutes but 19 minutes is best say Buzzsumo.

LINKEDIN is the new kid on the block with native uploaded video. Five minutes is the most you can upload and there is research that the best length is 30 seconds.

I’ve helped train more than 2,000 people from 300 organisations over the past four years. For more on workshops near you click here. Or give me a shout by email dan@danslee.co.uk.


UPDATED: What are the best lengths for social media video?

7157945400_fb2c85fd04_o

All video is no the same… it really does depend on what channel you are looking to post it to.

Where your audience is should frame what channels you are looking that.

In turn, those channels should have a big say in how long your video should be.

So, if you are aiming at people on Facebook, 15 seconds for video that is likeley to drop through the timeline is best. Longer than that and your audience is likely to be evaporating.

Here’s an update on the optimum times.

opt

Notes and queries on the research

YOUTUBE: The maximum length of 15 minutes can be increased to 12 hours through a straight forward verification step.  Optimum length is much shorter.

FACEBOOK: Facebook maximum length against Facebook’s own suggested lengths for ads. INSTAGRAM: Maximum length was increased from 15 seconds to 60 seconds with research via Newswhip suggesting a much shorter length. TWITTER: Maximum length of 240 seconds   is comfortably within Hubspot’s suggested 45 seconds.

SNAPCHAT: Maximum length is a mere 10 seconds but Hootsuite suggest five seconds is the sweet spot.

PERISCOPE: A maximum length and the sky is the limit but there is no research on what the optimum length of a live broadcast is.  FACEBOOK LIVE: Can run for 240 minutes but 19 minutes is best say Buzzsumo.

LINKEDIN is the new kid on the block with native uploaded video. Five minutes is the most you can upload and there is research that the best length is 30 seconds.

Other platforms

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.

I’m @danslee on Twitter and dan@comms2point0. If you hate missing out on the good stuff subscribe to my weekly email here.

Picture credit: Documerica / Flickr