Struggling to keep your audience’s attention? You’re not alone.
We’re all living in a world designed to distract us. Slack pings, calendar reminders, breaking news, TikToks, ads, dog videos, podcast snippets—your audience is navigating a digital avalanche every single day. Attention isn’t just short anymore. It’s picky, impatient, and brutally efficient.
So when clients ask, “How long should our business video be?” we always start with the same simple truth: in 2025, shorter still wins.
30 to 90 Seconds: The New Standard
Let’s get right to it. For most business videos, especially those used in marketing, sales, or brand awareness campaigns, the sweet spot is 30 to 90 seconds.
That might feel tight. You probably have a lot to say. But here’s the thing: most viewers won’t give you more time unless you’ve already earned their attention in the first place.
Why? Because they’re not watching your video on a big screen with surround sound, popcorn in hand. They’re watching it:
- While walking to a meeting
- On mute during their commute
- Between tasks
- In a crowded feed full of other “watch me” content
Video today is snackable by necessity. And it works. According to LinkedIn, videos under 90 seconds get 50% more engagement than longer ones. That’s not a trend. That’s a performance gap. That’s the difference between content that gets watched… and content that gets skipped.
What Shorter Videos Do Better
Short-form content isn’t just shorter for the sake of it. It’s sharper, leaner, and more focused. When done right, a short video can:
- Land a message cleanly
- Spark curiosity
- Show value fast
- Drive a clear action
- Get shared and rewatched
And the platforms love it. LinkedIn, Instagram, and even YouTube Shorts are all prioritising content that hooks quickly and keeps viewers watching.
Think of these short videos as the hook, not the whole story. They don’t need to say everything. They just need to say something worth stopping for.
Don’t Try to Say It All
Here’s where most businesses go wrong:
They try to cram everything into one video.
- The backstory
- The full product overview
- The company mission
- The customer success story
- The team culture
- The big CTA
It’s too much. When you try to say everything, you usually end up saying nothing memorably. Viewers check out before you get to the good bit. Instead, aim to tell one clear story in each video.
Start by asking yourself two quick questions before you even open a script doc:
- What’s the ONE thing I want my audience to remember?
- What’s the ONE thing I want them to do after watching?
If your video can answer both of those clearly, simply, and without any excess fluff, you’re already in a better spot than most.
Why Shorter Works for Business
This isn’t about chasing trends. It’s about respecting how people consume content now.
Shorter videos:
- Respect your audience’s time
- Sharpen your messaging
- Reduce production complexity
- Improve shareability
- Drive better performance across key platforms
They also make it easier to test, learn, and iterate. Instead of producing one big bang video, you can break your message into multiple shorter assets, each designed for a specific moment or channel.
Where Shorter Video Fits in a Bigger Strategy
Shorter videos are a critical piece of a layered video marketing strategy. Think of them as your awareness builders, conversation starters, and attention grabbers. They’re perfect for top-of-funnel content, designed to hook an audience and lead them somewhere deeper.
That’s where your longer-form video content comes in. Once you’ve got attention, you can move your audience through the funnel with more detailed formats:
- A 60-second teaser video gets someone interested
- A 3-minute case study video builds trust
- A 5-minute product walkthrough drives conversion
Each video has a role to play, and shorter content often acts as the front door to everything else. When used together, short-form and long-form create a cohesive journey that meets your audience at every stage. That’s not just good content, that’s smart strategy.
But Not Everything Needs to Be Short
We’re not saying everything should be under a minute. There’s still plenty of room for longer-form video in the right context.
Longer formats work brilliantly when:
- You’re doing a deep-dive explainer
- Telling an emotional customer success story
- Walking through a product demo or onboarding
- Sharing a case study for mid-to-late funnel prospects
But here’s the caveat: those videos need a purpose. They need to meet your audience where they are in their journey. If someone’s already interested in your offer or solution, they’re more likely to stick around for the details.
So the rule of thumb?
- Default to short
- Use long-form with intent
The Bottom Line: Say It Fast or Don’t Say It At All
In 2025, attention is still the most valuable commodity in marketing.
And if you want your content to cut through, clarity and brevity are your edge.
You don’t need to over-explain. You don’t need to oversell. You just need to:
- Say one thing
- Say it well
- Say it fast
That’s it. If you’re planning your next video and want to make sure it gets noticed (and not just posted), we’re here to help. Let’s chat how shorter form content compliments your overall video marketing strategy.