T-Minus Two Minutes and Counting

Video Production Oakville – The Captain’s Blog

T-Minus Two Minutes and Counting

Hello everyone, it’s John again, producer here at Groovy Concepts.

Today I thought I would talk a little bit about the evolution of the video industry, specifically the duration of corporate videos. When Groovy was starting out 15 years ago, a corporate video could run from 3 ½ to 4 ½ minutes. But times have changed, attention spans have gotten shorter, the Internet has gone mobile and shorter is better.

Over time we have seen the duration of both live action videos and 2D animated videos get shorter and shorter. Ten years ago, for instance, we were producing corporate videos that were under three minutes long and five years ago we saw them drop further, to under two minutes. In the last three years we’ve seen the sweet spot for all corporate videos drop to anywhere from 60 seconds to 90 seconds. We have even gotten requests for “stinger” videos of 10 to 15 seconds long.

Now with videos getting shorter your audience needs be able to quickly grasp your message. Most people click on a video because of an interesting thumbnail, a catchy title, or because it came up high in search results. People don’t think about video length until they notice that it’s too long. The cyber world has compelled all of us to shorten and tighten up our video messages.
So how do you manage to get your message across, and capture (and keep) your viewers’ attention in less than two minutes? Beyond just capturing the message the trick then becomes how to edit one or more 20- to 30-minute interviews plus B-roll images into a compact and punchy 60- to 90-second video that includes intro and outro messages as well as graphics and royalty free music. You can’t attain this with just your smart phone. It takes an experienced creative director to pull all these strings together into a perfect fit. As it happens, our creative director, who also happens to be my son, is in a class of his own in this area – our portfolio speaks for itself.

Check us out and see for yourself!


Contact me or Mike for any of your corporate video needs and note that we can usually deliver a completed video within four to six weeks after shooting.

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