How long should a promotional video be? Lengths from 28 actual productions
We analyzed our 28 promotional videos. We looked at which length works best for which format and which channel, and why a short video doesn't automatically mean less work.
A promotional video should be as long as the story it tells. Most of the time, that’s one to three minutes. We measured the lengths of our 28 promotional videos at ROCC Film. On average, a video lasts 2:15 minutes. The shortest runs 59 seconds, and the longest 4:55 minutes. Three factors determine which length is right for you: the format of the video, the platform, and the story you’re telling.
The short answer: typical lengths by shape
The format has a greater impact on length than any rule of thumb. A brand film is condensed. A documentary film needs time for a story to unfold. Here’s how our own productions are broken down:
| Form | Typical length | Examples from Our Production |
|---|---|---|
| Brand Film, Manifesto | 1:00 to 1:35 | Nolte Kitchens 1:05, PYUR 1:28, Barefoot Living 1:35 |
| Testimonial, Customer Profile | 1:25 to 2:00 | Ostrom 1:25, Berlin Job Center 1:52 |
| Company and Topic Profile | 2:00 to 3:00 | Scania 2:09, Commerzbank 2:26, Ada Health 2:34 |
| Documentary Promotional Film | 3:00 to 5:00 | DKMS 4:16, BMAS 4:25, STOKR 4:55 |
Twelve of our 28 promotional videos are under two minutes long. Nine are between two and three minutes long. Seven are longer than three minutes. Not a single one is longer than five minutes.
How Shape Affects Length
Brand film: one idea, condensed to the maximum
A brand film doesn’t tell a company’s story. It conveys a feeling and a message. Sixty to ninety-five seconds are enough for that. The brand film for Nolte Küchen tells the story of an entire life in 65 seconds. The kitchen is always the place where everything comes together. Any more time would only dilute the idea.
Testimonial: One Person, One Thought
A customer profile thrives on an authentic voice. This voice lasts about one and a half to two minutes. For the green energy provider Ostrom, a customer explains a complex product in 85 seconds: a dynamic rate plan, smart charging, and credits after every charging session. The video couldn’t have been any longer. It couldn’t have been any shorter.
Portrait: Many Voices, One Image
A corporate or thematic profile features several people and locations. Every voice needs its moment. That’s why these films are usually between two and three minutes long. For Scania, we spent a day of filming in Stockholm capturing the people behind Sustainable City Solutions. The film runs 2:09 minutes.
Documentary Film: A Story with a Turning Point
A documentary promotional film can be four or five minutes long. But it needs to tell a real story with a beginning, a turning point, and an ending. The film for DKMS is 4:16 minutes long. A family organizes a donor drive, an entire village signs up, and then the call comes: We have a donor. Every minute brings something new. That’s why the length works.
Length by Channel: One Main Film, Multiple Versions
Most promotional videos aren't shown in just one place. That's why we plan the length based on the channel. We create a main video for the website. From that, we edit shorter versions for the other channels.
| Channel | Appropriate length | What Matters |
|---|---|---|
| Website, Careers Page | 1:30 to 3:00 | This is where people who are already interested in you will look. The main video can be as long as you like. |
| LinkedIn, Instagram, Ads | 15 to 60 seconds | Portrait orientation (9:16 or 4:5), subtitles, and the key message in the first few seconds. |
| TV and Movies | 15 to 30 seconds | A commercial is not a promotional video. Our TV commercials run 15 to 32 seconds. |
| Trade Show, Reception | 1:00 to 2:00 on loop | It usually plays without sound. The images have to speak for themselves. |
| Sales, Presentation | 1:00 to 2:00 | A way to start a conversation, not the entire conversation. |
| Internal, Onboarding, Town Hall | 3:00 to 5:00 | The audience is already here. This is where you can tell your story in detail. |
Here are two examples from our work: We delivered the Ostrom testimonial in 16:9, along with ad versions in 4:5 and 9:16. The documentary film for the BMAS runs 4:25 minutes. In addition, there is a 1:13-minute teaser in 4:5 format for social media.
When a Long Promotional Video Is the Right Choice
A long movie isn't a mistake. It's just riskier. These three cases justify four to five minutes:
- You're telling a true story. It has a plot twist, and the audience wants to know how it ends.
- You need to build trust. The Brand Film for STOKR explains tokenization to institutional investors. It runs 4:55 minutes because credibility takes time.
- You make invisible work visible. The BMAS film shows a farm in Saxony where men struggling with addiction are finding their way back to everyday life and work. This work can't be explained in a minute.
A simple test can help: Would anyone notice if this scene were missing? If the answer is no, then the scene doesn't belong in the movie.
How Length Affects Shot Composition and Budget
Many people think: the longer the film, the more expensive it is. That’s rarely true. The cost is determined by the number of shooting days, locations, and the crew. The final runtime hardly matters. Our own productions prove this:
| Movie | Length | Shoot duration |
|---|---|---|
| Ostrom, Testimonial | 1:25 | 1 shoot day |
| Barefoot Living, Brand Film | 1:35 | 2 days of filming in Mallorca |
| Scania, Profile | 2:09 | 1 day of filming in Stockholm |
| Commerzbank, Product Launch | 2:26 | 2.5 days of filming in Frankfurt and Berlin |
| DKMS, documentary | 4:16 | 2 days of filming |
| BMAS, documentary | 4:25 | 1.5 days of filming |
The 1:35-minute promotional film took longer to shoot than the 4:25-minute documentary. Short films are often more labor-intensive. Every second has to be just right. We show what a promotional film costs and which factors determine the price on this page Brand film costs.
Five Rules for the Right Length
- Specify the length in the design, not in the cut. Otherwise, you'll be shooting footage for a movie that will never be made.
- Plan from the canal. A main video for the website, short versions for social media.
- One message per movie. Every additional message costs a minute and the audience's attention.
- The first ten seconds are crucial. Start with an image or a sentence, not the logo.
- It's better to cut out one scene too many. No one complains about a movie that ends too soon.
Frequently Asked Questions About the Length of a Promotional Video
How long should an image film be?
Usually one to three minutes. Our 28 promotional videos average 2:15 minutes in length. Brand videos are shorter, while documentary films are longer.
How long should a promotional video for social media be?
15 to 60 seconds, in portrait orientation and with subtitles. It's best to edit these clips from the main film.
Is five minutes too long for a promotional video?
Not if the film tells a real story. Without a story, five minutes is almost always too long. None of the 28 promotional films we analyzed is longer than five minutes.
What is the difference in length between a corporate video and a commercial?
A commercial lasts 15 to 30 seconds and promotes a product. A corporate video usually lasts one to three minutes and shows who you are.
Does a promotional video need multiple versions?
Almost always. A main video for the website, plus shorter versions for social media and ads. It's best to plan this out before you start filming.
Does a shorter promotional video make production cheaper?
Hardly. The price is determined by the number of shooting days, locations, and the crew. A short brand film can require more shooting time than a long documentary.
