#5 DON’T get hung up on duration but DO keep up the pace!
You thought I was going to say, ‘Make no video longer than two minutes!’ didn’t you?
Two minutes is an arbitrary duration that gets copied and pasted across blogs all the darn time. It’s fundamentally flawed guidance. Video content should serve the needs of its audience; and your audience might be looking for fuller – more in-depth – content, so maybe a longer duration really is appropriate.
Yes, shorter videos are statistically more popular – but that DOES NOT mean that ALL videos need to be short. There’s an old filmmaking maxim, ‘Never let anything run a second longer than it’s good to watch’. Keep up the pace, always be looking for surplus elements to cut. If your video is marketing a new product, you’ll want to throw any dead-weight overboard and keep your edit as concise as possible. Think about TV ads and movie teasers – 30, 40, 60, 120 seconds – they just show the most compelling bullet-point features and benefits that will attract someone to find out more.
That said, if you’re making an in-depth ‘ultimate’ tutorial you can run as long as it continues to provide information the viewer will find valuable. Don’t believe me? Check out Taran Van Hemert’s World’s Most Advanced Video Editing Tutorial and you’ll see overwhelmingly POSITIVE vibes in the comments about the incredible 4 HOUR duration:
‘4 hours, No ads, Fully captioned. My gosh, well done!’, ‘4 hours. No ads. Give this man a round of applause!’, ‘Thank you so freaking much for this! Just awesome! Learnt a ton of everything! WOW!’, ‘I genuinely watched the entire thing and it’s been the proudest moment of my life’.
So, make your video the RIGHT duration for needs of your audience, but never let anything run a second longer than it needs to!
#6 Watch a LOT of videos on YouTube
Can you imagine a feature film director who isn’t also a movie-nerd? Or, a novelist who doesn’t much care for reading fiction? No way! Folks who are truly intent at getting good take the time to study the principles and methods of people already successful at their craft. Create a playlist on YouTube, and add to it all the videos on your topic that really stood out from the rest. What do you like about them? What made them better than the videos you ditched after a just a few seconds? How could you emulate their success while putting your own expertise and enthusiasm into the mix?