A new content marketing study, conducted via the CONCURED artificial intelligence (AI) platform has declared three minutes fifty-four seconds to be the ideal length for consumer video content.
CONCURED analyzed over 4000 promotional videos from the top fifteen most valuable global brands of 2018, examining everything from the quality of content produced, to social shares, views and even video length.
Across the worlds most successful marketing videos, CONCUREDs AI found that 3m 54s represents the most effective video length, with companies such as Google, Apple and Walt Disney all delivering significant views-per-video while keeping the video length below four minutes.
In the case of enterprise-focused video content, this ˜Goldilocks length extends dramatically, with enterprise video content from Amazon and Microsoft typically lasting between six and fifteen minutes.
CONCUREDs AI analysis also found that, of worlds top brands, Microsoft delivered the highest number of total video views (996m). On a per-video basis however, Apple and Google received significantly higher average views (over 1m views per-video, compared to Microsofts 407k).
Commenting on the research Tom Salvat, CEO of CONCURED said: Our AI-powered benchmark represents a world-first in the content marketing industry, providing tangible metrics to apply to previously intangible marketing practices.
While its obvious that marketers will want to vary the length of their videos depending on the specific audience, this analysis offers a measuring stick for marketers to compare their content to the worlds biggest brands. As we feed ever more data into the CONCURED platform, the potential insights for content marketers will continue to grow, telling brands which topics, tactics and content types will resonate with their audiences both now, and in future.
To view the full benchmark, or to download CONCUREDs Kings of Content report, click here.
Trusted by the worlds leading brands, CONCURED is the worlds first AI-powered Content Strategy Platform that guides the ultimate content strategy to help maximize engagement and ROI.
CONCURED provides a SaaS platform that enables content marketers to audit, research, plan and distribute and track the performance of content like never before.
Rachel Nulty / Ben
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