Keeping video ads short and to the point is key to driving quality interactions. According to Wistia, people watch more than 80% of a video shorter than 30 seconds. The longer the ad, the less of it people watch.
Who's done it well
See who’s doing this well in retail.
HUEL
As with most high-performing video ads, the ad is made with the scrolling user in mind, and keeps it's message short and to the point.
BIRCHBOX
Birchbox show how you can deliver big impact with a short ad. The initial three seconds in particular draw the user in, and the rest of the ad builds on the core offer, with a constant call-to-action also apparent.
Key takeaway
Lengthy videos aren’t as effective as shorter ones because people lose interest quickly as they scroll the news feed. That’s certainly reflected in the average video length of under 20 seconds amongst fast-growth retailers in particular.
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