What is the ideal length for a fundraising campaign video?

1 Why video length matters

The length of your video can affect how many people watch it, how engaged they are, and how likely they are to take action. According to research, the average attention span of online viewers is about eight seconds, and the drop-off rate increases as the video duration increases. This means that you have a limited window of opportunity to hook your viewers and keep them interested. However, this does not mean that you should make your video as short as possible. You also need to consider your message, your audience, and your goal.

2 How to determine your video length

There is no definitive answer to the question of how long your video should be, as different types of videos may require different lengths. For example, a teaser video that introduces your campaign and invites people to learn more may be shorter than a testimonial video that features a beneficiary or a donor of your project. However, a general rule of thumb is to aim for a video length of between one and three minutes, as this is the optimal range for most online platforms and viewers.

3 How to structure your video

To make the most of your video length, you need to have a clear and concise structure that guides your viewers through your story. A common approach for a fundraising campaign video is to start with a hook that sparks curiosity and makes viewers want to watch more. Then, you can explain the problem or need your project addresses, and why it matters. Illustrate the magnitude and urgency of the issue with statistics, stories, or visuals to create empathy with your target audience. After introducing your project as the solution to the problem, use testimonials, case studies, or demonstrations to showcase your results and credibility. Finally, make your call to action clear, simple, and compelling. Explain the benefits and urgency of taking action so that viewers can understand why it’s important for them to donate, share, or sign up.

4 How to optimize your video content

The quality and effectiveness of your video content can be optimized with more than just its length and structure. For instance, use high-quality audio and video that match your brand and tone. Avoid background noise, poor lighting, or shaky camera movements that can distract or annoy viewers. Adding captions and subtitles to your video increases its accessibility, readability, and reach, as some viewers may watch without sound or in a different language. You can use tools like YouTube or Facebook to generate captions and subtitles automatically, or edit them manually for accuracy. To connect with your viewers and inspire them to act, use storytelling and emotions in your video. Include stories of real people, situations, or events that evoke emotions such as joy, sadness, anger, or hope. You can also use music, colors, or images that enhance the mood and the message of your video. Before launching your video, test it with a small group of people who represent your target audience to get feedback on the length, content, and impact of your video. After launching it, measure its performance using metrics like views, watch time, engagement, and conversions. This data can be used to evaluate and improve your video strategy.