Longer videos tend to drive higher engagement, new research suggests.

by JERRY SILFWER aka Doctor Spin
Expert in corporate communications and online persuasion

Contrary to what most experts say, longer videos drive higher engagement.

This is similar to what we’ve learned about blog posts — search engines and engaged reader tend to favor long-form articles.

According to a recent report, 80% of all online videos are shorter than 5 minutes, however, these videos only drive less than a third of the total engagement (tag:engagement). In short, producing videos longer than the traditional 90 seconds might not be the wrong to go.

Check out the infographic (tag:infographics) by TwentyThree:

The State of Online Video

You can download the full report here.


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Jerry Silfwer is the author of Doctor Spin, a PR blog that's been around for 15+ years. Via his agency Spin Factory, Jerry is advising brands on how to adapt to a 'digital first' world. In 2016, Cision Scandinavia named him "PR Influencer of the Year". Jerry lives in Stockholm, Sweden with his wife Lisah, news anchor and television host, and their three-year-old son, Jack.


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