When planning a video, one of the most critical factors to consider is length — and today, AI makes it easier than ever to get it right. According to Vidyard’s Video Benchmark Report, audiences are consuming more video content than ever before, but their attention spans are getting shorter. In 2017, the average video was 11 minutes long, with just over half under 2 minutes. By 2018, the average dropped to 9 minutes, and nearly three-quarters were under 2 minutes. Viewership tells the story: videos under 90 seconds hold attention for nearly 60% of their duration, while those over 30 minutes retain only about 14%.
In short — less is more. But how short is too short?
That depends on your goals. For product-focused videos that highlight features and benefits, aim for 60 seconds or less. For social media, adapt to the platform: Instagram and X (Twitter) perform best with clips under 30 seconds, while LinkedIn, Facebook, and YouTube audiences engage most with content between one and two minutes.
This is where AI adds a new layer of precision. AI tools can now analyze audience behavior, identify ideal cut points, and even generate tailored edits for each platform — automatically optimizing your video’s pacing, visuals, and tone for maximum engagement. Instead of guessing what works, you can let data guide creative decisions in real time.
At Incomar Creative Services, we blend human creativity with AI intelligence to craft videos that are not only visually compelling but strategically engineered to perform. By combining storytelling expertise with AI-powered analytics, we help you deliver the right message, at the right length, to the right audience — every time.