“How long should my video be?” There is no single ideal length: it depends on the format, the platform and what you want to say. Here are benchmarks by format, principles for deciding, and mistakes to avoid.
The principle: the length of the idea
A video should last as long as its idea, no more, no less. A video that is too long loses the viewer; one that is too short says nothing. The benchmarks below are indicative: a starting point, not a rule.
Benchmarks by format
- Social media (short, vertical formats). Very short, from a few seconds to about 30 seconds: the idea must appear in the first seconds. See social media video formats and lengths in 2026.
- Advert, spot. Short and written for a precise goal: raise awareness, drive visits, drive purchases. Every second counts.
- Brand film. Often one to two minutes for the main film, then cut into short versions. See brand film: what it is for.
- Corporate / institutional film. About a minute and a half to two minutes to present the essentials. See the corporate film in 90 seconds.
- Client testimonial. One to two minutes, centred on a clear story: the need, the solution, the result. See the client video testimonial.
- Leader or expert interview. One to three minutes for a precise message, more for an in-depth format.
- Explainer or demo video. One to two minutes to show how it works; split into chapters if the subject is rich.
- Event aftermovie. One to two minutes, rhythmic, to make people want to come to the next edition.
- Training, onboarding. Length depends on the content; favour several short videos, by topic, rather than one long one.
How to decide the length
- Where will it be seen? A lounge screen tolerates more than a social feed.
- Who is watching? A hurried prospect, a curious candidate and an employee in training do not have the same patience.
- What must it trigger? Raise awareness, inform, convince, train.
- How many ideas does it hold? One strong idea beats five barely touched.
One main film, several lengths
The most effective solution is to shoot once and cut down: a main film, short versions for social media, excerpts for presentations, vertical formats. Everything is prepared at the briefing and shot at the same time. See our guide to preparing a shoot.
Length and budget
Final length affects post-production, but the budget depends mostly on preparation, shooting days and the number of versions. A short film is not necessarily cheaper than a longer one. For orders of magnitude, see how much a corporate video costs in 2026.
Common mistakes
- Trying to say everything in one video.
- Reusing the same version, unadapted, on every platform.
- Putting the important information after the first minute.
- Forgetting subtitles, essential for videos watched without sound.
- Not testing short versions before launching distribution.
Frequently asked questions
- Is there a maximum length? No absolute rule: it all depends on the format and the audience. We define the length at the briefing.
- Can a video be shortened afterwards? Yes, but it is better to plan for it at the shoot so you have the right shots.
- Do we need subtitles? Yes, they improve understanding and accessibility, especially on social media.
Key takeaway. The right length is that of your idea, adapted to each platform. Discover all formats on the business video page.
A format to define?
Tell us where your video will be shown and what it must trigger: we will propose the right format and length.