Jak długie powinno być video online?
Nie istnieją dokładne wytyczne, co do długości video online. To rodzaj filmu i jego treść determinują czas trwania. Długość video zależy od konkretnych czynników: celu, kontekstu oraz użyteczności.
Cel
Zastosowanie video wymaga sprecyzowania celów, jakie mają zostać osiągnięte, wyznaczeniu konkretnych informacji, które maja zostać przekazane i sprecyzowaniu profilu odbiorców do których komunikat będzie kierowany. Jeśli celem będzie przekazanie odbiorcy informacji na temat wachlarza usług lub produktów, 2-3 minuty powinny w zupełności wystarczyć. Jeśli dodatkowo chcemy przedstawić korzyści, jakie mogą zapewnić nasze produkty, film powinien trwać od 3 do 5 minut. W tym przypadku krótki film jest wskazany, ponieważ czas, jaki poświęcają internauci jest krótki.
Kontekst
W zależności od tego, gdzie zlokalizowane będzie video (na stronie firmowej, w portalu branżowym, czy na stronie hostującej video np. YouTube), różnie można nim dysponować. Jeśli video zamieścimy na własnej stronie, możemy uzupełnić je o inne materiały np. specyfikację techniczną w pliku tekstowym. W takim przypadku długość filmu nie powinna przekroczyć dwóch minut. Jeśli nie dodajemy dodatkowych materiałów, a zależy nam na przekazaniu dodatkowych informacji –można dodać minutę filmu, w której je zawrzemy. Film zamieszczony na stronach hostujących video nie będzie miał otoczenia innych komunikatów o podobnej treści, musi więc zawierać wszystkie niezbędne treści.
Użyteczność
Treść filmu powinna mięć jak największą wartość dla klientów. Jeśli zapewnimy przekaz w pełni odpowiadający ich oczekiwaniom, nawet dziesięciominutowe video obejrzą w całości. Ukierunkowanie na treści adekwatne do potrzeb odbiorców będzie wpływało na kształt video online w przyszłości. Filmy korporacyjne przedstawiające siedzibę firmy oraz prezesa opowiadającego jej historię, są skoncentrowane na cele wewnętrzne i nie są użyteczne dla klientów. Dlatego to właśnie one jako pierwsze zaczną ulęgać przemianom.
Ujmując temat z szerokiej perspektywy, można uznać, że długość wideo powinna zamykać się w czasowych ramach od 2 do 4 minut. Jeśli treści jest dużo i niemożliwe jest zastosowanie tej zasady, można pomyśleć o podzieleniu materiału na mniejsze części i ułożenie ich tak, by odbiorca mógł łatwo przechodzić z jednego filmu do drugiego. W miarę rozwoju konkretnych typów video online: case study, referencji, informacji prasowych, prezentacji produktów itp., pojawią się standardy dotyczące ich długości.
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