We often see this mention in the production briefs that we receive at Studio Kay : Develop a 30-second videoas if it were the absolute norm. Where does this obsession with fixed formats that we are used to seeing in project requests come from? Why not 12, 47, or 132 seconds?
In the days of traditional television where the majority of video advertisements were broadcast, we were often constrained by formats of 15, 30 or 60 seconds. Today, with the explosion of digital platforms, these limitations no longer apply.
The most recent study The State of Video 2024 also mentions that user engagement is more influenced by the relevance and quality of the content than by its duration and that videos of two to three minutes can have an engagement rate similar to those of thirty seconds, if the content is captivating.
Respect the platform
The psychology of the consumer is different, depending on the platform on which they browse and it is not enough to put a video ratio of 16:9 on LinkedIn and 9:16 on Instagram to say that we have adapted to the broadcast platform.
On TikTok, short and dynamic videos are king. On YouTube, users do not hesitate to watch videos of twenty minutes or more, especially if they are informative or entertaining. On Instagram Reels, a catchy start and energetic edit are essential. On LinkedIn, more professional, in-depth and thoughtful content will be better received. Podcasts can last for hours, and listeners stay loyal until the end.
It is therefore essential to ask yourself the right questions: who is your target audience? On which platform will you join it? And how can you adapt your message so that it resonates with your audience at the time of consumption?
By respecting the codes of each platform, you maximize your chances of creating an authentic connection with your potential customers.
According to several theories in communication, notably that of Marshall McLuhan with his famous adage “the medium is the message”the context and medium of delivery of a message profoundly influence its reception by the audience. In a context of information saturation, people have become more selective. They choose to focus their attention on what brings them real value, whether it’s learning something new or being entertained.
So let’s forget about predefined durations and focus on creating quality content, adapted to the platform and our audience. This is how we will truly succeed in capturing and retaining the attention of our audience.
