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The average length of brand videos in 2018 dropped significantly—that's the second year in a row—according to recent research from Vidyard.

The report was based on an analysis of more than 324,000 videos published by businesses between January 1, 2018 and December 31, 2018.

The average length of the brand videos examined was four minutes, down 33% from the average length in 2017 (six minutes). The average length of videos published by brands in 2016 was 13 minutes, more than three times longer than the average in 2018.

Although the average length was four minutes, nearly half of the videos examined were under one minute, and 24% were under two minutes. 

The average retention rate (i.e., the share of viewers who completed the full piece) for the brand videos examined was 52%.

However, that varied widely by video length: some 68% of viewers completed brand videos less than one minute long, on average, but only 25% completed brand videos more than 20 minutes long, on average.

About the research: The report was based on an analysis of more than 324,000 videos published by businesses between January 1, 2018 and December 31, 2018.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji