Video ads can be longer than 90 seconds as long as they are highly engaging according to a new study that is looking to do away with common video ads myths. TwentyThree, a Copenhagen and San Francisco-based video marketing platform, has released a report that they put together entitled ‘State of Online Video in 2017’. The study incorporated TwentyThree’s own consumer data and helps paint a picture of how brands are using video marketing while dispelling some popular myths within the industry. TwentyThree used data gathered from 300 marketing teams, 1.5m videos, 1.7bn impressions, and 650m video plays. Below are some of the key findings from the study.
- Videos can last longer than 90 seconds – 80% of videos produced are under 5 minutes, but these account for less than a third of video engagement. 8% of videos produced (those over 15 minutes) drive half of all video engagement, while videos lasting over 45 minutes drive 30% of engagement. On owned media, visitors are twice as likely to play video content when compared to video hosted on Facebook and four times more likely than video on Twitter
- When people play your video, they’ll watch only 20 seconds on average on Facebook and less than a minute on YouTube. On owned media, the time spent per video view is just shy of 4 minutes (that’s 12x that of Facebook and 4x YouTube)
- People will watch 66% of your video on your own site, but only 14% on Facebook and 23% on YouTube.
- Owned media is 12 times more effective in terms of driving engagement, while 36% of impressions convert to plays, if the video is hosted on owned media.
- Video in email: 62% increase in click-through rate when there’s a video thumbnail in an email campaign.
- Engagement time is increased by 300% for live video, while 67% of the watch time occurs after the live event. Video conversion rates – 59% before video; 22% during video; 2% after video. 79% of live stream conversion rates occur prior to the stream.