What does the data say about length?
Wistia analyzed more than 14 million videos from 100,000 businesses in its State of Video 2025 report (Social Media Today). Beyond the length figures, the report highlights that explainer and “how-to” videos retain viewers best at every length.
In its latest guide, Wistia recommends about one minute for introduction videos, one to five minutes for educational content, and five to thirty minutes for pieces that support a purchase decision, such as a demo or a webinar (Wistia).
| Goal | Suggested length | Example |
|---|---|---|
| Get known | Up to 1 minute | A Reel with a tip or a before-and-after |
| Explain | 1 to 5 minutes | How a service works, step by step |
| Help people decide | 5 to 30 minutes | Demo, customer story, talk |
How long should a corporate video be?
It depends on what the video is for. As a guide, these are the lengths we recommend for the most common business videos:
| Type of video | Suggested length | Where it is used |
|---|---|---|
| Company overview | 1 to 2 minutes | Homepage, About page, proposals |
| Product or service | 1 to 3 minutes | Service page, ads |
| Customer testimonial | 1 to 2 minutes | Website, social media, sales decks |
| Employer brand or recruiting | 1 to 2 minutes | LinkedIn, careers page |
| Event recap | 1 to 3 minutes | Social media, newsletter |
| Demo or training | 5 to 20 minutes | YouTube, client area |
When in doubt, start short. It’s easier to add a longer version for people who want more detail than to win back someone who left after 20 seconds.
What about each social network?
| Channel | Suggested length | Note |
|---|---|---|
| Reels, TikTok and Shorts | 15 to 60 seconds | Hook viewers in the first second |
| 30 to 90 seconds | A more professional angle, with captions | |
| YouTube | 3 to 10 minutes | For explainers and your main piece |
| Website | 1 to 2 minutes | With the transcript on the page |
| Ads | 6 to 30 seconds | Several versions to test |
These are the guideline ranges we use when planning. Your analytics have the final word: check the second where people drop off and adjust the next video.
What should a business video talk about?
- A problem and its solution: what your customer wants to solve, explained simply.
- How you work: the process, the team, the place. It builds trust without a hard sell.
- Real cases: what you did for a client and what changed, always with their permission.
- Frequently asked questions: each question can become a 30-second clip.
What works least is the generic corporate video that talks about the company instead of speaking to the customer.
How do I get the most out of one recording across platforms?
- Record a main piece of 3 to 10 minutes with good lighting and good sound.
- Publish it in full on YouTube and on your website, with the transcript on the page.
- Cut three to five vertical clips of 20 to 60 seconds with captions.
- Adapt the opening of each clip to the platform: on TikTok and Reels the hook goes in the first second; on LinkedIn a more professional setup works better.
- Use your best clips as ads once you’ve proven they work organically.
Publishing the transcript on your site also gives Google and AI assistants text they can read and cite.
Do I need professional equipment?
For social clips, a recent phone, a lavalier mic, and natural light are enough. Where professional editing makes a difference is in pacing, readable captions, color, and consistency with your brand. An editing template with the fonts and colors from your brand guide makes every video recognizably yours.
In short
- Videos under one minute are the most watched to the end.
- Explainer videos retain viewers better at any length.
- Record one main piece and cut it down for each platform.
- Editing with your own identity makes your videos recognizable.
Frequently asked questions
How many videos should I post per week?
It depends on your capacity. It's better to keep up one or two a week for months than to post ten in one month and disappear. According to Wistia, 43% of businesses publish at least one marketing video per week.
Are captions necessary?
Yes. Many people watch with the sound off, and captions also improve accessibility.
Should I upload the video to YouTube or straight to my website?
Both. YouTube gives you reach and its own search traffic, and on your site the video supports the service page along with its transcript.
Which format should I use for each platform?
Vertical 9:16 for Reels, TikTok, Shorts, and Stories. Horizontal 16:9 for YouTube and your website. Square or 4:5 for the Instagram and LinkedIn feeds.
Can I reuse old videos?
Yes. A video that performed well can be republished with a new hook, updated captions, or cut into a different format.
Answers from the AiDo Creative team
