How-to10 April 2026 5 min read

How Long Should a Corporate Video Be? (The Wrong Question, Honestly)

The right length for a corporate video isn't a number. It's a function of who is watching, where, and what they need to feel by the end. A practical guide.

Every marketing team asks the question at some point. "How long should our corporate video be?" Sometimes it gets phrased confidently "we want it to be 90 seconds, that's the best length, isn't it?" Sometimes it arrives as a worried email a week before the shoot.

The honest answer, every time, is that it's the wrong question. There's no universal correct length for a corporate video. There are a small number of right lengths, each for a specific job. Pick the job, and the length follows. So here's a practical guide for marketing and HR teams trying to settle on the right runtime for their next film.

The 15 to 30-second cut: the scroll-stopper

The 15 to 30-second cut exists because that's roughly how long someone scrolling LinkedIn or Instagram will give your firm before deciding whether to keep watching. It's the version that lives on socials. It's typically vertical or square. It's almost always cut from a longer master.

What this length is good at: making a viewer pause. Building familiarity with your firm in someone's feed over time. Driving traffic to a longer piece.

What it isn't good at: explaining anything complex, or making a real argument. If the video has to convince someone of something on its own, this isn't the length.

The trick with this length is to assume the viewer has the sound off. The first three seconds need to be visually unmistakable. Captions need to be readable in a glance. The hook has to land in two beats or fewer.

The 60 to 90-second hero: the homepage anchor

This is the length most marketing teams reach for by default, and they're often right to. It's long enough to introduce the firm, say what it does, and offer a moment of distinctiveness. It's short enough to keep the prospective buyer from giving up halfway.

What this length is good at: the homepage. The top of an emailer. The first thing a prospective client sees when they Google your firm. The introduction at the start of a sales pitch.

What it isn't good at: case studies, recruitment films, anything that requires the viewer to follow a real story.

The discipline at this length is brutal. Every sentence has to earn its place. We typically write three or four scripts at this length for clients, each tighter than the last, before we settle on a final one. Anything longer than 90 seconds at this register starts to feel like a corporate slideshow.

The 2 to 3-minute case study: the conversion piece

This is the length for case studies, transformation stories, and longer recruitment films where the viewer is already paying close attention. It's the length where you can actually let a person on camera tell a story.

What this length is good at: case studies, founder stories, recruitment films, partner introductions, any film where the viewer cares about a specific person or specific work.

What it isn't good at: top-of-funnel awareness. Nobody who doesn't already know your firm is watching three minutes of you.

The cardinal sin at this length is letting it drift to four or five minutes. A 3-minute case study that could have been 2 minutes is worse than a 90-second one that nailed it. The cut is everything.

The 8 to 12-minute session: the on-demand library

This is the conference session length. Keynote talks, panel discussions, recorded explainers that live in a learning library or partner portal.

What this length is good at: showing rather than telling. A 10-minute panel discussion is the firm thinking. A keynote is the partner's expertise. Watching a real person work through real thinking is a different category of content from a marketing film, and it works at a different length.

What it isn't good at: anywhere the viewer arrives cold. Nobody clicks a 12-minute video on LinkedIn unless they were already going to. These films live behind a click, ideally on a page where the viewer is already committed.

The job here is recording quality more than runtime, really. Get the audio right. Get the camera angles right. Don't cut to fancy reaction shots. Let the speaker speak.

The long documentary: the firm at full register

We don't recommend these often, but they exist. 20-minute documentary films, sometimes longer, that profile the firm, a campaign, a year of work, a specific project. Sundance-aspirational.

What this length is good at: legacy films, anniversary pieces, ESG and social-impact campaigns where the depth is the point, internal storytelling at scale.

What it isn't good at: anything you expect a prospect to watch unprompted. These films are gifts to the firm's own people first, and the marketing team second.

If you're commissioning one, do it for the right reason. The cost is high and the audience is smaller than you think. But sometimes, for a particular firm at a particular moment, it's exactly the right film to make.

The deeper question: what does the viewer need to feel?

The length conversation almost always improves the moment a marketing team asks the better question: what does the viewer need to feel by the end of this film?

If the answer is "curious enough to click," you're making a 15 to 30-second cut. If the answer is "informed enough to consider us," you're making a 60 to 90-second hero. If the answer is "convinced enough to take a sales call," you're making a 2 to 3-minute case study. If the answer is "educated enough to make an informed decision," you're making a session recording.

The length is downstream of the feeling. Get the feeling right and the runtime almost picks itself.

What we'd recommend, if you're starting from scratch

If a B2B firm came to us today with a fixed budget and asked what the right starting suite of films looked like, the answer would almost always be three pieces: a 60-second hero, a 2-minute case study, and a 30-second cut from each, for socials.

The hero earns awareness. The case study earns trust. The cutdowns extend reach without earning more budget. Together they cover the buying journey from "never heard of them" to "booked a call," and they cost less than most firms imagine.

Then come back and ask about session recordings.

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