How long should a video corporate?
When a company calls us to start production of a corporate video or even during the preliminary stage when we are budgeting work, one of the most frequent points of discussion is the length of advertorials.
5, 7, 15 or 30 minutes, are some of the lengths that we have proposed for its audiovisual customers.
There is no exact formula to define the duration or length of a video, but I will try to give you some hints on how to perform this calculation.
Before entering the topic in question, three premises:
. Make it clear that the duration of a video to be accompanied by a good pace in the making and audiovisual narrative. A short video, about 5-7 minutes, which is maintained during this time with the same music, same graphics and narrative aesthetics or the same voice, video will be a boring, however short.
The second referred to see a visual way. When we read a book, if we understand a paragraph, go back and reread. In a video that does not happen. If for whatever reason, have not understood something, probably not going to wait for the next pass and that information is lost.
Hence the importance of things in a clear and simple with no elaborate prose and described (visual and auditory) with special emphasis.
The third is simply a personal opinion. An infomercial is a bible that should contain all the knowledge product or company. A synthetic extract from a concept to communicate, to speak in depth there are other specific parts or audiovisual media.
For all this, I venture to give a first definition for the ideal length for a corporate video: is the minimum time required for communicating Clear all items included video.
These goals are what the customer (company, employer, company or institution) has to be clear before considering producing a corporate video.
Let's review some factors that determine the duration of an audiovisual Institutional
- ; the target audience. Video production and script, are to be properly pretreated so that the language used is appropriate to target audience and their knowledge on the subject. If you decide to give the video a technical level higher than the average you will see, in the interests of a minority technique should extend the life and relax the narrative
Moreover, the bias public receptor is also crucial. Do we want the video reaches people who are waiting and are predisposed to absorb this data? Or do we have to impact quickly and effectively to potential viewers who are not predisposed in advance?
An audience predisposed to bear longer videos and better endure the high density of content.
If we want to capture the attention of potential customers, we must ensure that the video is dynamic, attractive and of short duration. We must capture the attention of the viewer quickly pass the screen, keep as much as we can, and during that short time (2 - 3 minutes hopefully), make sure to communicate the objectives that move the audiovisual.
- density and specialization of audiovisual . The amount of information transmitted by the faction of time video, or density and specialization of content will directly influence the total duration of the audiovisual.
- Where will the video be seen? The environment, environmental and physical conditions that will accompany video viewing institutional influence in his life.
§ walk through a fair and stop to watch a video in a stand up and not a comfortable situation, will not allow viewers can withstand more than two or three minutes with luck. Similar situations are: a window on the street or a line to buy a large surface.
§ If, however, has created a comfortable place for display, where the audience is seated and without ambient noise get more minutes of attention.
§ If the interface is a computer screen, the video is online and we are at home or work, we return to a environment. With an intention, interest and high attention by the prospect who has sought to see this visual.
- Control on audiovisual playback. As I said before, a video of a transmitter of information that does not stop. After a point of interest, and not reappear until a new play, resulting in waiting time. Know if those viewing the infomercial has control over play and if you can stop and rewind, it is also another factor to consider.
- Media and screen size. Finally, we must not forget the new technologies and media dedicated to the transmission of audiovisual signals, and therefore, potential issuers of corporate video, computer static tablets, laptops, PDAs and mobile phones.
environmental value and screen size to determine the duration. Our promotional video for viewing on a PDA while the pedestrian moves through the city by metro or bus, will involve a small display screen in a hostile environment with noise and distractions.
Raised all these variables, to enter numbers, what you been waiting for, my advice is that a corporate video should last no more than 6-7 minutes. That depending on the environment, spectator interest, and other broadcast media, we apply factors reducing or increasing the time by 10% for each factor (positive or negative accompanying video playback).
I am of the philosophy that the customer prefer to watch the audiovisual me ask a second time, since it has been left wanting more. To that end projection is willing to leave.
direct implications of the term are:
- A longer life, higher cost and increased production time.
- A shorter duration, before repeats and access to information, for loop.
- If too long, will have to produce short videos for the Internet, mobile and fairs. With the resulting increase in price.
- Interest for a second pass, to boredom for the duration of production.
YOU DECIDE!
Keywords: videos, duration, rhythm, documentaries, advertising, television, corporate and business videos, infomercials, catalogs, promotional videos, corporate video . Valencia, Comunidad Valenciana (Comunitat Valenciana), Spain.
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