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How Long Should Your Ecommerce Video Be? : Wholesalers Catalog Blog
Wholesalers Catalog's Blog has . . .

How Long Should Your Ecommerce Video Be?

June 2, 2009

By Anna Johnson on June 2nd, 2009

If you’re an online retailer, you’ll be interested to know about a recent study by Dusseldorf University/QVC Germany. The study suggests that the optimal length for a video explaining the features and benefits of a product is 90 seconds.

Apparently, viewers tend to lose interest in videos that run for any longer than that. Indeed, the researchers found that viewer attention plummeted when videos hit the 3 minute mark.

As reported by BizReport, the researchers also found that images, rather than text links, were best for enticing people to watch videos.

I can understand that a video selling, say, a hammer may not hold a viewer’s interest for very long. I suspect, however, that the optimal length for a video will vary among different types of products and services, and also depend on the style of the video.

The optimal length for a video in which the aim is to educate as well as sell, for example, may be a little longer than 90 seconds.

On the other hand, the 90 second mark may have more to do with the typical web visitor’s attention span, rather than the type of product being promoted.

So if you are selling rather than educating, you might also find that the best length for a given video clip is around 60-90 seconds. That doesn’t mean you need to confine yourself to one video clip though. You could presumably have a few different clips per product if you wished.

In any case, 60-90 seconds may be a good rule of thumb to apply for product videos… and then it’s a matter of testing, testing, testing to see exactly what works for the products you’re promoting.

Source: Helen Leggatt, “QVC study suggests optimal product video length,” BizReport, May 26, 2009

 

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