One size is not fit for all

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It is not uncommon for a client to ask for a promo video and then use that 2-3 minute video for all their needs.

This duration of video might be ideal for a particular situation, however not every situation will be suited to just one version of a video.

Knowing how your video will be used will affect what is best for each audience. If someone has already consumed some content by you and are looking for more details then the 2-3 minute version could be ideal.

However if you are trying to grab their attention while they are scrolling through other content, then a short, sharp version would be more appropriate to spark their interest.

You might also want to run a series of excerpts of the video as part of a targeted approach to gain traction. These could be 20 – 30 second snippets that quickly cut to the point and are designed with consistent branding so that the audience recognises them each time.

Facebook, LinkedIn, Instagram and your website, will all require a different approach to accommodate the different audience. Understanding how you will be connecting with your audience will help you map out the best type of video to use.

When we make a 2-3 minute video, especially if it is comprised of interviews, then we usually have quite a lot of unused footage than can be integrated into other versions. For example you might want to create individual videos focused on a particular interviewee and need to draw on the original interview to flesh out some more details.

As you consider your video, think about how you can use it in different configurations to capture your audience in different moments. How can your videos lead your audience down the path to where you want them to end up? What versions of the video are required at each step of the way to make it easy for your audience to stay engaged.

Afterall you don’t want a video, you want an outcome. The video is just the tool to help you achieve that.

If you are looking for some creative solutions to get your clients to take the critical next step, give us a call on

About Geoff Anderson

About Geoff Anderson

Geoff Anderson is the owner of Sonic Sight and has been producing videos for 30 years. He is an author, presenter as well as a video producer.

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