January 8, 2013

Article

Length is important with business video

While implementing a business video solution can be beneficial for a variety of reasons, there are certain factors a company has to take into consideration to ensure those benefits are achieved. One of the most important yet least obvious of those factors is the length of video content.

According to Business 2 Community, length is a very important thing to consider when implementing enterprise video solutions for any purpose, be it internal content delivery or video marketing schemes. Ultimately, a video has to be long enough to deliver the intended message sufficiently but not so long as to alienate the viewer. Uses for video like live webcasting can help improve productivity, employee engagement and more, but only if the length of the content doesn’t detract from its watchability.

For a significant portion of video content delivery engagement will drop off at the 90-second to two-minute mark, according to the news provider. This changes depending on how compelling the content is, the topic and how detailed the information provided is. An eight minute video of cats playing may get more hits than a 4 minute marketing video simply because the cats are more entertaining. Additionally, business video streaming for meetings or similar purposes will delve into much longer time periods.

Many businesses may not realize it, but just because a meeting is important doesn’t mean that employees will pay attention for 30 minutes, especially when the video is provided after the fact.  A worker may pause it to get a drink, talk with a co-worker or even out of boredom to do something else and come back to the content later. However, the same content could be provided in shorter doses, thereby increasing watchability and the viewer’s ability to retain the information. For some businesses, cutting videos down by topic rather than full length meetings, may be more successful.

Ultimately, however a business decides to approach video length, it will need the right network infrastructure to support its video solution. Whether streaming live or providing high-quality, pre-recorded content, video can take a toll on bandwidth and network traffic. By implementing a separate enterprise content delivery network, a business will be able to ensure that its video is always available, and that its normal work network isn’t negatively affected by the high-volumes of traffic that video can produce.