A Recent Research Has The Answer

For many news organizations, a common approach to producing online video is that shorter is better.

There is no industry standard for how to create news videos that are guaranteed to grab viewers’ attention and keep an audience glued to a website. Media leaders have been experimenting with video for years, trying to figure out what viewers like and want while also trying to understand the success of videos posted on YouTube and other video-sharing platforms.

Meanwhile, many thousands of news videos, produced with considerable effort, continue to garner just a few hundred views at best, prompting news managers to question the return on investment of precious staff time.

Still, a 2014 report from the Pew Research Center found that more than six in ten adults in the U.S. watch online videos and that 36% of all adults watch news videos. A number of studies have focused on the length of videos on YouTube, which has more than 1 billion users. Pew, for one, looked at the issue in 2012 and found that the median length of the most popular videos was 2 minutes and 1 second — longer than the median length of a local TV news story but shorter than the most common length for a network evening news package. ComScore Inc., a media measurement and analytics company, released a report in 2014 noting that the duration of the average online video — not counting online video ads — was 4.4 minutes.

Key findings were:
Viewers preferred high-quality videos over low-quality videos. While prior research indicates that people can tolerate lower-quality videos if they like the content, this study suggests viewers “would not tolerate content they found uninformative, bad, not enjoyable or not worth recommending to others.”
People liked longer videos better than shorter ones. Long videos averaged 2.08 minutes in duration. Short videos averaged 24 seconds.
When both quality and length were considered, people preferred long, high-quality videos to other types of video, including short, high-quality ones.
A video’s quality influences what audience members think of a news organization, and having longer videos heighten that perception.

Source: journalistsresource

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