by Kevin Cato, Coordinator and Technician at OneBXL 

As a content creator for social media, getting video lengths just right is a constant balancing act. Too short and viewers don't get enough value. Too long and we risk losing their attention. The "Goldilocks Principle" is finding that sweet spot in between - not too short, not too long, but just right.

In this article, I'll share my experiences and lessons learned on optimizing video lengths for social media using the Goldilocks Principle. Drawing from years of trial and error, I'll provide tips on how I analyze audience behavior, test video formats, and refine lengths to maximize engagement and conversions. My goal is to help fellow marketers use the Goldilocks Principle to develop an orchestrated social video strategy spanning short form and long form content.

Understanding Your Social Media Viewer 

Let's first examine the unique behavior of the social media viewer. Unlike audiences on owned channels like your website or YouTube, social platforms have conditioned their users to consume content in a rapid, fleeting manner.

Studies show that viewers start losing interest in online videos within seconds if they don't find it relevant or compelling right off the bat. Our brains are wired to constantly evaluate whether to continue investing time and attention or move onto the next piece of content.

This is especially true on social media platforms like Facebook, Instagram, and TikTok where billions of videos compete for consumers' fleeting attention. Users scroll rapidly, processing content in microseconds. If your video doesn't hook them immediately, their thumb will keep scrolling.

This means our social videos have mere moments to capture their focus among the onslaught of digital distraction. Those precious first few seconds are vital to convincing viewers to keep watching rather than keep scrolling.

That's why the Goldilocks Principle applies here - our video content must be the "just right" length to grab and retain social viewers in their native, short-attention-span environment. Too short may not provide enough value. Too long risks losing them to the next post in their feed.

Let's explore strategies for getting our video lengths just right for the unique social media viewer.

The Power of Short Form Video

Let's explore the advantages of short form videos first. I see short social videos as the "business cards" of the digital world. These snacksized snippets, usually under 2 minutes long, enable you to capture attention, spark interest, and convey an impactful message quickly. 

When made skillfully, short videos demonstrate your brand persona and get viewers primed for deeper content. They tease rather than tell the whole story. I use them across social platforms like Instagram, Facebook, LinkedIn, and TikTok to generate momentum and lure consumers down the marketing funnel. 

Short social videos enable us to convey value quickly while catering to minimal viewer attention spans. Some benefits I've experienced are:

• Grabbing attention with compelling visuals and motion right away

• Increased viewership and completions thanks to short runtimes

• Fitting seamlessly into the rapid-scrolling social media experience

• Capitalizing on micro-moments of downtime in social users' on-the-go lifestyles

• Lower production barriers allowing more volume and experimentation

Over the years, I've refined my short form social video skills considerably. I've learned that captions, text overlays, bold graphics, and other tactics can help communicate more value in a condensed timeframe.

Tight editing and avoiding unnecessary filler scenes also keeps the pace crisp and engaging. Though short, these videos require skill and creativity to captivate audiences amidst the constant social media scroll.

Immersing Viewers with Long Form Storytelling 

While short form videos provide that crucial first impression, long form content enables deeper storytelling and immersion. Given sufficient time to develop narratives, long videos can forge emotional connections and convince viewers to take action.

Long form videos like documentaries, roundtable discussions, and compiled event footage can be crafted into in-depth content that educates and entertains. These videos, which range from 10 to 30+ minutes long, can be published on an organization’s website, YouTube channel, and other owned media channels where they can engage viewers for longer periods.

For social media, I categorize long form as anything over 2 minutes, though 5-10 minutes is often the sweet spot. Some benefits include:

• Providing more educational or entertaining value per video

• Developing story arcs and narratives that immerse and engage viewers

• Increased video watch time and lower drop-off rates compared to micro-content

• Driving viewers to owned channels like YouTube to fully consume and engage

• Higher production value expectations requiring resource investment

The key is making long form social videos compelling enough to convince viewers to invest their precious time. Strategies like preview clips, strong hooks, chapter links, and concise pacing help retain viewers.

Finding Your Golden Length for Each Platform

Within the short and long form categories, each social platform has its own "Goldilocks length" that tends to perform best among its unique audience. Often I will tailor video lengths across platforms for maximum effectiveness:

YouTube - 10-15 minutes

IGTV & Facebook - 1-5 minutes

Instagram Reels & TikTok - 30-60 seconds

Snapchat & Instagram Stories - 10-15 seconds

Of course, testing content to see what resonates is crucial. I suggest analyzing engagement metrics like completion rates, clicks, shares, comments, and more. Let data guide your ideal "just right" length for each platform.

And remember - viewer expectations can change over time as platforms evolve. Continually experiment with new lengths and formats to stay ahead of trends. The social landscape moves quickly!

Optimizing Video Length for Your Goals

While platform behaviors should inform video lengths, your specific business objectives ultimately decide the formats and lengths that work best. Consider these goals when determining ideal social video length:

Brand Awareness - Ultra-short videos maximize reach

Lead Gen - Concise videos convey value quickly

Education - Long form for in-depth info delivery

Engagement - Test lengths for maximum interactions

Conversions - Find balance between depth and dropoff

Align video length with your desired outcome. For many of the organizations we work with, their goals are driving thought leadership, so they utilize more long form educational videos and they take short snippets and turn them into ultra-short videos in order to increase reach. Test lengths that support your goals and interpret the data accordingly.

Remember - the Goldilocks Principle requires balance. Find the just-right length that optimizes for your brand objectives and audience. Let me know if you ever want to brainstorm social video ideas or if OneBXL can support your digital marketing needs!

Key Takeaways

Optimizing social video length is both an art and a science. Here are 10 key takeaways to help get you started:

1. Understand social media users' attention spans

2. Use short form video to deliver value quickly

3. Engage viewers for longer periods through strategic long form video storytelling

4. Tailor video lengths based on unique platform behaviors

5. Be flexible and adaptable in repurposing footage across multiple formats

6. Analyze engagement metrics to pinpoint "just right" lengths

7. Consider brand goals like awareness, education, conversions

8. Re-edit long videos into micro segments to repurpose content across platforms

9. Continually test and refine lengths as platforms evolve

10. Find the right balance between short and long videos based on your audience and goals

Getting social video lengths just right is crucial for cutting through the noise. With the Goldilocks Principle, we can develop the ideal blend of short and long form content that engages our audiences. Let me know if you have any other questions! I'm happy to chat more about optimizing the length of your social videos.

Further reading

The Power of Repurposing: Extending the Lifespan of Hybrid Event Footage
Innovative Ways to Blend In-Person and Virtual Experiences in Hybrid Events
Maximizing Engagement: 5 Keys to Hybrid Event Success
Hybrid Event Trends 2024: What to Expect in the Business World