Videos up to 2 minutes long get tons of engagement
Engagement is steady up to 2 minutes, meaning that a 90-second video will hold a viewer's attention as much as a 30-second video. This is surprising and actionable information for video marketers. If you're making short videos, you don't need to stress about the difference of a few seconds. Just keep it under 2 minutes.
However, if the viewer is receiving value, they will watch longer. Clients want more in-depth information before making the buying decision. 6 to 12 minutes is sweet spot #2. The engagement decay really starts to level off after the 6-minute mark. Every second counts between 2 minutes and 6 minutes, but there's hardly any drop-off between 6 minutes and 12 minutes. If your video ends up being 8 minutes instead of 7 minutes, it shouldn't have a significant effect on engagement.