Today most websites incorporate video into the main home page to help better engage website visitors, convey trust, and build strong branding. From videos running as a hero background to explainer videos, what are video length best practices the home page? Specifically how many minutes should these videos be? And should they be animated or highly produced content. Let’s explore…
Typically home page videos are on the shorter side, this is based on the premise that shorter videos get straight to the point and hold attention better than long, dragged-out videos. To find out if shorter videos are the way to go, we set out on an adventure to browse nearly a hundred different websites in search for the answer. Here’s what we found out:
The majority of website home page videos have different lengths, but the sweet spot for a home page video is 1 to 2 minutes long. When the video reaches about 2 minutes in length, engagement can drop from 78% to 52%. That’s a significant drop off.
According to our research benchmarking various videos, looking closely at exclusively exposed engagement analytics found:
- Home page videos shorter than 60 seconds have the highest audience retention rate.
- A 60-second home page video (on average) will hold viewers’ attention for roughly 47 seconds.
- After the 2-minute mark retention declines sharply
Next time you go produce a video for your home page take into consideration the magically number of 60 seconds.
