Video Length: How Long Will They Watch?

It's fairly common for social media marketers these days to recommend that online video lengths mirror those of TV commercials. Shorter is better, attention spans won't last through a video, and that type of advice has largely prevailed.
I was guilty of that too.
Lately though, we've been changing our minds about that hard and fast rule here at Sway. While it might be true that people don't want to watch a commercial that's longer than 1 min. they will watch engaging content much longer. Just look at Hulu. Just look at some of the most popular videos on Metacafe.
So while I think it's still important to keep video relatively short, you may not have to stick to the "under a minute" rule anymore and here's a great JC Penney video to prove it.

~ Caitlin