How long should your institution’s video content be?
Only as long as it is interesting. And not one second longer.
For some, the threshold will be only 20 seconds. For others, it can last several minutes. If you are really good, you can get away with 5-10 minutes. If you are longer than 15 minutes, you had better be a TED Talk that solves world hunger. And not just the idea of world hunger. The video itself needs to solve hunger just by being played in a browser.
These are questions that comes up a lot in higher education marketing. How much is too much? How long is too long? Is there such a thing as too short?
The answer to every single one is “As long as it is interesting.”
There is no set pattern or format that works every time. Unless you are working in broadcast and need to hit a precise 30 second window, you have the freedom to engage or bore your audience for as long as you like.
The length doesn’t matter. Being interesting does.