Public Relations & Social Marketing Insight

Video marketers know we lack patience. So they're starting to tailor content for our dwindling attention spans. In fact, 56% of all videos published in the last year are less than 2 minutes long.

But marketers must innovate further because users expect different video lengths on different platforms. Odds are, they're more willing to watch a 2 minute long video on YouTube than on Twitter.

If you don't customize video length for each platform, then you're not fully catering to your audience. Sooner or later, the attention they give to your brand will wither away.

That's why we decided to create this handy, bookmarkable infographic about the optimal video length for the most popular video channels. To help you better engage your audience on Instagram, Twitter, Facebook, and YouTube, we extracted insights from HubSpot's own social and YouTube data, and combined it with existing research in the area. ...

As part of our previous social media strategy, our posts were connected to lead generation goals -- and most had a strong tie to our brand and promoting our content. Now, our content is all about our audience -- and not all about us. We needed to refocus and remember that our audience members are people, just like us. If we wouldn’t want to see a piece of content in our Facebook News Feeds, why would our audience? We wanted to test the effect of focusing our content on our audience -- what they want to learn about, what their goals are, and even what struggles they face.

In short, we wanted to be more social, and less promotional.

This doesn't mean we recommend doing away with sharing blog content or ebooks on social media entirely. After all, it's hard to come up with new ideas for creating social media videos to share every day of the week. We're just saying you shouldn't post a link to a blog post or ebook on Facebook and call it a day. Instead, get inspired by the ideas and salient points, and repurpose your content into Facebook videos, Instagram albums, or Snapchat Stories. You can still use the good ideas -- but use them to create native social media content that performs better for the medium.

If your current social media strategy sounds like our previous, all-about-us approach, don't worry -- read on to learn how we've changed things up.