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If your video content isn’t of sufficient quality, or the right kind for your target viewer, then the answer is most probably ‘yes’.

Research from several sources shows how the first 10-20 seconds are the most important section of a video. After that, you start to lose considerable numbers of viewers. Unsurprisingly, then, the intros of your video content are as important as the intros of your editorial content.

Pew Research also shows us that shorter videos appear more often among YouTube’s Top Five most-viewed.

Is Short Always Sweetest?

Yet while we create ever-shorter videos that are more direct and to the point – Vine being a prime example – let’s not forget that quality should be the driving force behind everything you do. If something interests, engages or entertains your audience, they are going to spend more time on it, so the length becomes largely immaterial. It’s that simple.

“There is no such thing as an attention span. There is only the quality of what you are viewing. This whole idea of an attention span is, I think, a misnomer. People have an infinite attention span if you are entertaining them.”

Jerry Seinfeld

Here’s a video about attention spans. It’s 40 seconds long. Will you watch all of it?

Find out more about how we can help your business implement a successful video content marketing strategy.

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