Anyone making a viral video wants to know what is the optimal amount of time for his video. I did an internet search for that very question, and came up with a variety of answers.
An About.com article presenting tips for making a successful viral video suggested that a length of 30 seconds -1 minute is sufficient. They also pointed out that most successful videos are made by amateurs, and they noted that interesting content is the king.
I next look at the results of an online poll asking viewers what length video they preferred to watch on You Tube. The poll takers overwhelmingly voted in favor a length of 30 seconds to 5 minutes.
A start up promotion company in the DC area, called Genius Rocket, disagreed with About.com, and stated that based on their survey of viral videos, the most popular viral content is more than a minute.
I then found a web side posting the page views and length of the most popular viral videos on the web. The results can be seen at http://www.web-video-virtuoso.com/best-viral-videos.html .Evolution of Dance, a video depicting a famous comedians depiction of the changing dance styles from Elvis to the present, racked up 80,000,000 page views. It runs for 6 minute. Free Hugs presents a man giving away free hugs in public, synchronized to appropriate musical background. The video reeled in well over 54,000,000 views and runs for 3:39. #3 is the “Will it Blend” campaign. Considered the most successful viral video marketing campaign, each ad features a moderator throwing his old cell phone into a blender after he purchases a new cell phone. Total views of the campaign have topped 100,000,000 with a typical video run length of 2:45 # 4 “Thriller” racked up 16,000,000 views. The video depicts Philippine inmates in jump suits dancing to the tune of a Micheal Jackson song, Thriller; length 2:45 minutes. # 5 a music video called “Pork and Beans” has 10,000,000 views and runs 3:39 # 6 “Where is Matt,” depicts a performer dancing alone and with people in countries all around the world, the video, which was at 10,000,000 views, now has 25,000,000 views and the most recent edition runs 4:25 seconds. Last is Paul Potts sings Nissan Dorma. The video depicts an unknown cell phone salesman singing at a BBC talent contest. The sheepish looking man shocked the judges when he sang a tenor aria and gave a world class performance. Current views have topped 29,000,000, and the video runs for 4:10 seconds.
We can see already that the average length of the most successful videos is ranging around 2 1/2 to 4 1/2 minutes. This finding is confirmed by a bar graph depicting the average length of viral videos, seen on You Tube, broken down into content category. The average length for dramatic videos is 3 minutes, educational videos 14 minutes, political videos 7 minutes, comedy videos 3 minutes, music videos 3-4 minutes, advertising videos 2 minutes. Whatever the length, however, everyone agreed that content is the king, the material has to be of interest to attract views.
Thanks to Winmax Video of California, a producer of viral videos and trade show video for sponsoring this report.
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