Length Doesn’t Matter; It’s What’s In the Video That Counts

It has always been about the content. A book, a video or a movie. People engage with good content, they share it, comment on it, etc.


Consumers care more about what’s in a brand video than how long it is. That’s the conclusion of a new study from Invodo tracking consumer response to e-commerce and shopping videos. Invodo is an online video e-commerce company with clients including Office Depot, Toys R Us, and Verizon.

Invodo surveyed more than 1,000 online consumers who had watched product videos on retail and brand sites, and the results showed that several common assumptions about online video don’t hold up. For instance, many experts say 30 seconds is the ideal length for videos, but Invodo found that about 37% of consumers spent more than three minutes watching product videos that are educational or demonstrate how to use a product. Invodo also found that two-thirds of consumers watch videos on so-called “information-intensive” products two or more times. Read more: http://bit.ly/wDqvEF


About Ivan Cevallos

Blogger, entrepreneur, strategist, and digital producer. View all posts by Ivan Cevallos

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