Length of video: can we chat about it?
The length of video on the web is an aspect of mobile journalism that has always fascinated me, but I’ve never talked about it on the columns of this blog. Often repeating that, as far as videos and their length are concerned, I no longer follow the golden rules of marketing and maniacal attention towards all those technical mechanisms that practice coercion towards the viewer. I do not want to hear any more talk about the initial 3 seconds laws in which we play all or the 35-40 seconds in which the curve of the video’s abandonment, on the part of the spectator, rears. I got tired of all this because I consider it a sterile debate and a way of considering the Internet user like a stoned without taste and judgment.
The only one law
There is only one law that should govern us and it is that of the goodness of history or of the content in general. It should support the attention to detail, the observation of the coherence of history, the management of emotions, the alternation of fields to keep the attention high. I repeat: it should support the beauty and the goodness of the story. The length of the video should, consequently, be a secondary factor in the service of the story itself: the stories should, lastly, last the time necessary to make them fully understood.
The great risk
I took the big risk for myself, to see if it starts to change the story that the length of the videos should not go beyond certain rules. With the team of Mojo Days, I made this story which is a long tail form and I want to know what you think. Sit back and watch it. Then, if you like, leave a comment on the video and its length, which exceeds 11 minutes. It is a risk, but I hope that behind this venture there is news. Do you want to know which one? I hope that the internet viewer wants to start, regardless of the length of the videos, to see beautiful things.