Blog / Guide
How long should a corporate video be? Length by format
A guide to the real length ranges for each type of corporate video: brand spot, testimonial, aftermovie, onboarding and product video. No theory — criteria from actual shoots.
The question I get in almost every quote is the same: how long should the video be? The honest answer is that it depends. But “it depends” doesn't help anyone plan, so here are the ranges I work with for each type of video.
There are two common mistakes: believing longer is better because “there's a lot to say,” and believing shorter always wins because “attention spans are short.” Neither is always true. What matters is the format, the channel and the action you want the viewer to take once it ends.
Why length matters before the shoot
Setting the length before filming isn't just an editing decision. It changes how many testimonials you need, how much B-roll you have to gather and how much voiceover the script has to cover. A 90-second aftermovie and a 4-minute one are shot differently.
If you arrive at the shoot without having decided on the final format, you end up filming too much or too little. Usually too much, “just in case.” That drags out the edit, makes post-production more expensive and stretches out the review rounds.
Ranges by format
Corporate spot or brand video
Between 60 and 90 seconds for digital channels; 30 to 45 seconds if it's going into paid media. The goal is impact, not explanation. Every second you add without adding value is a second in which you lose viewers. With 75 well-executed seconds you can say who you are, what you do and why it matters.
Interview and testimonial video
Between 90 seconds and 3 minutes. Under 90 seconds it's hard to develop anything of substance; beyond 3 minutes you need a clear narrative reason to hold attention. If the testimonial has to win over a potential client, 2 to 2:30 minutes is the range where it works best.
Event aftermovie
Between 2 and 4 minutes. A 90-second aftermovie can work as a social media piece, but it doesn't convey the scale of the event. A 6-minute one tends to lose viewers unless there's a strong story holding it up. The sweet spot — where people who didn't attend wish they had and people who did want to share it — is between 2:30 and 3:30.
Onboarding or training video
Between 3 and 8 minutes per module, depending on how dense the content is. What never works is the 25-minute monolithic video that tries to cover the whole onboarding process in a single file. Split it by topic, not by length.
Product or service video
Between 60 seconds and 2 minutes. If the product is complex and the buying decision takes a long time, you can go up to 3 minutes. If it's aimed at consumers who decide in seconds, 45–60 seconds may be enough.
Mistakes that make a video longer without adding value
- An introduction that goes on too long before getting to the point.
- Animated opening logos that last 5 or 6 seconds with no narrative purpose.
- Soundbites that repeat the same idea in different words.
- Filler B-roll with no connection to the audio.
- An ending that recaps what the video just said instead of calling the viewer to action.
- Full credits on a piece meant for social media.
Frequently asked questions
Do short videos always perform better on social media?
Not always. On LinkedIn, for example, 2–3 minute videos with genuinely useful professional content can beat shallow short videos on retention. The key is that the first 3 seconds give people a reason to keep watching.
How long is a professional aftermovie of a one-day conference?
Between 2 and 4 minutes is the usual range. A one-day conference gives you enough footage for a solid 3 minutes: opening, speakers, networking moments and closing. Forcing it to 6 minutes usually means adding filler.
Do I have to decide the length before filming, or can I decide in the edit?
It's better to decide beforehand. If you know the result will be 90 seconds, you'll know on the shoot that you need 3 or 4 short testimonials and plenty of punchy B-roll. If you reach the edit without that criterion, you usually end up with a surplus of unstructured footage, and the length ends up being decided by the editor by default.
What do I do if the client wants a video that “covers everything,” which usually means something very long?
I steer them back to the objective. I ask: do you want viewers to get to know the company, to decide to hire you or to learn how to use the product? Each objective has a natural length. If the answer is “all at once,” I suggest splitting it into separate pieces for different stages of the funnel.
If you're at the quoting stage and aren't sure which format and length best suit your objective, write to me through the contact page. With the project brief I can point you in the right direction before you commit to a shoot.