Ever heard the expression 'one size doesn't fit all'? Well, the same principle applies to video content. To maximise the impact of your video marketing efforts, it's crucial to tailor your video lengths to the specific platforms you're using. Let's explore how to choose the right video length for different platforms, ensuring your content reaches and engages your target audience effectively.

Understanding the Importance of Video Length

Video length matters because it directly impacts viewer engagement. On various social media and video-sharing platforms, users have different expectations and attention spans. By optimising your video length, you can make your content more accessible and appealing. Here's how to adapt your videos for popular platforms:

1. YouTube: Long-Form Content

YouTube is the ideal platform for long-form video content. Audiences on this platform are more willing to invest time in in-depth content, whether it's educational, entertaining, or informative. Aim for video lengths ranging from 7 minutes to 15 minutes or even longer if your content remains engaging throughout.

Check out an episode of our podcast - Discussing Nothing - for an example

2. Facebook: Short and Sweet

Facebook users prefer shorter videos that get straight to the point. Aim for videos that are around 60-90 seconds in length for organic posts. For video ads, keep them under 30 seconds to ensure they capture your audience's attention before scrolling.

Heres an example of how we use - Educational videos

3. Instagram: Snappy and Visual

Instagram offers various video features, including Stories, Reels, and IGTV, each with its ideal video length:

4. Twitter: Ultra-Short Clips

Twitter is all about quick, attention-grabbing content. For videos on this platform, aim for 15 to 30 seconds. Keep in mind that many Twitter users scroll rapidly, so your video needs to capture their interest right away.

5. TikTok: Super Short and Engaging

TikTok has redefined short-form video content. Aim for videos that are 15 seconds to 1 minute. The key to success on TikTok is to create engaging, visually appealing content that aligns with the platform's trends.

We have experienced some real success promoting the - Edinburgh Business Stories Podcast - through clips on TikTok.

6. LinkedIn: Professional and Informative

LinkedIn is a platform for professional networking and industry insights. For videos, keep them around 1-5 minutes. This allows you to delve into informative content that resonates with a business-oriented audience.

Check out Alex - The YouMore Boss - Linkedin too see how the he has mastered video.

7. Website and Landing Pages: Varies by Purpose

On your website and landing pages, video length should align with the specific purpose:

Tailor Your Video Strategy

Adapting your video length to the preferences of each platform ensures your content is seen, engaged with, and shared. By understanding the importance of video length and tailoring your videos accordingly, you'll maximise the impact of your video marketing strategy.

More businesses are realising the importance of video content for their marketing campaigns. As far as inbound marketing is concerned, you can’t go wrong with video! It has proved to be the most engaging form of content, and has the power to build relationships by adding real value to customers’ lives.

With the rise in willingness to shoot video content has come an influx of business owners putting themselves in front of the camera. Whilst this is exactly what they should be doing, many have little to no experience with shooting videos; being on camera can be daunting, and it can be hard to know exactly what you’re meant to do! We can’t put Oscar-winning performances in every time (even if that’s what I’m doing right now). So, I thought that, as my generation’s Sean Connery, I’d give you some tips for how you can be your best on camera - and maybe challenge me for next year’s Academy award.

Smile for the Camera!

You’re promoting your business, and you want to show you’re a good company to work with. So, be friendly, warm and welcoming. The point of our videos is to connect people with people, so show us you’re human and give the audience a grin.

Remember: smile at the beginning and end of your videos. This is the first and last thing the audience will see, so make a positive first and last impression.

Be Enthusiastic

Far too often promotional videos show stilted, awkward business-people reciting some script about a product, service or offer in a monotone voice. This won’t engage people! A good way to think about it is to imagine you’re speaking to an intelligent child. I know this may sound a bit weird, but it works! You don’t need to speak to the camera like the audience is stupid, but you do need to make it sound interesting enough to stop them getting distracted by something else. To keep people engaged for as long as possible you need to use your tone, body language and facial expressions to add to what you’re saying. You could have the best script in the world, but if people don’t like the way you’re saying things that won’t matter.

Get Over Yourself

Like I said before, not everyone’s going to put in Oscar-winning performances every time, so don’t beat yourself up about little mistakes. It isn’t meant to be perfect; remember, the point of our videos is to connect you with people, so just go with the flow and don’t be afraid to make mistakes - these are what make us human after all.

This tip builds on what I said before: it doesn’t matter if your video is sub-par, just do it! Having a video to put out on your social media or website is more valuable than not having one, even if it’s not how you’d ideally like it to be. Videos do so well for engagement, and it’s better to have consistent content going out and keeping you on your clients’ minds than to post a world-class video once in a blue moon.

Keep Going

Last, but not least, remember the wise words of Dory; “just keep swimming”. I don’t mean this literally (unless you are actually swimming, in which case definitely keep going or you could drown, or get eaten by a shark). When speaking to camera, if you stop every time you make a mistake your video will look more and more unnatural, and will show less and less of the real you. That’s the exact opposite of what we want! Stopping each time there’s a mistake can make you more uptight and nervous, and it becomes a vicious cycle of errors. The more you practise talking for extended periods, the better you’ll get at it and the more natural you’ll become each time. When the cloud of jellyfish descends on you, just power on and shoot out the other side to where the turtles await your arrival!

So, now you have the tools you need to perform to your best in front of a camera. You’ll be strutting your stuff down the red carpet in no time!

When creating videos for businesses, one of the goals is often to connect with clients through the power of people. Video is a great tool for making your business more personable, relatable and authentic. You can highlight the people behind the business who make it what it is!

With this, though, comes the danger of overstepping the boundary between professional and casual. You want to remain reliable and trustworthy so that people feel they can buy from you, but this should be intertwined with your real personality. Finding the balance between your at-home and at-work persona is the key! Think, if you acted at work how you acted at home would your business be anywhere near as successful as it is?

Be Honest… But not too Honest

Knowing where this imaginary line that you’ve got to tread is can be tricky. As mentioned above, video is amazing for building trusting relationships between clients and your business. This is because on video we get to see more of the people within the team. It’s actually you - not just some typed words or a still image.

In short, on video we seem more honest and authentic. And it seems that way because we are! But you need to remain aware of the fact that you’re still running a business and trying to impress clients. This means there’s a limit to the level of transparency you want to operate at.

Here’s an example of some things you shouldn’t say:

“Heyyyyy it’s me! Your bestie from YouMore! Is your content really sh*t and boring? Without us working on it, let me tell you, it probably is! Our videos are the best, they’re funny as f*ck and will get you so many likes. We specialise in blooper videos, where we basically just take clips of you messing up on camera, edit them all together, then post them on your own social media pages to publicly embarrass you. It’s hilarious! So come join us to make some funny videos.”

There are so many things wrong with this! Firstly, whoever’s speaking will come across as incredibly unprofessional. Secondly, they might be so open and honest that no one would actually buy from them! By revealing too much about how your business works you can put people off using you - there’s a limit. By being too relaxed you fail to show the value you have to offer in a professional capacity.

Don’t be Too Serious, Either

At the other end of the spectrum you risk being overly serious and dry. Here’s an example:

“Here at YouMore we make videos to promote your business. We will film you talking about your business. We take this very seriously, and will make sure you come across as the model professional. We cut out the parts of the video where you break character and show your real personality. Your real personality is bad. Laughs are bad. Being a straight faced professional is good. This is what we will promote.”

A script like this is likely to produce a pretty boring video! Your video still needs to engage people with a bit of personality and fun or else people will stop watching after 10 seconds. To get people to work with you, it’s important that they trust you as a professional, but it’s equally important that they like you!

Finding the balance is the best way to connect with potential clients whilst offering an insight into how your business will benefit them. Don’t be afraid to show your personality, but it’s important to remember your end goal – improving your business and securing clients. It might take you a while to get used to at first – we’re more inclined to be reserved when on camera – but soon enough you’ll be able to channel that perfect blend of relaxed and professional that puts people at ease whilst gaining their trust.

Do you think you’ve found the right balance?

When creating video content for your business, having a great script to read from can make all the difference. Whilst this may sound counterintuitive, using a script often makes you appear more relaxed and natural. Without a script you might come across as nervous and clumsy, but this can also go the other way! Script writing needs to be done with speech in mind. If you write a script like you would an essay or email, then there’s a good chance it will be more of a hindrance than a help when it comes to recording. With this in mind, here’s a few tips to remember when writing scripts.

Write Exactly What You Want to Say

This is especially important when you’re inexperienced at speaking to camera. You don’t want to write roughly or vaguely, thinking that you can improvise on the spot. Take away as much of the stress and chance for error as possible. From experience, if you start messing up and need take after take to get your video right, it can be a vicious cycle. If you’re a bit nervous - which is perfectly normal - then making mistakes can just fuel your nerves. This leads to more mistakes and more nerves, and so on. By having exactly what you want to say in front of you at least you take away the chance of any unnecessary errors.

As you gain confidence you might want to experiment a bit with your scripts and improvise on the spot. If you feel comfortable doing this then go for it - but we would still recommend having an exact script to stick to as a fall-back option.

Remember You’re Writing a Script to be Spoken!

You’d be surprised how different writing a spoken script is to other forms of writing. You need to tailor your style with the fact it will be spoken in mind. This means using shorter sentences and words, leaving space to breathe, and avoiding words that might get you in a tongue-tie! You don’t want to be going on and on with a really long sentence that never seems to end using words that are far too long and too similar that get you all confused when you’re speaking like how much wood would a wood chuck chuck if a wood chuck… Yeah, just like that. Avoid sentences like that.

Write with Rhythm in Mind

This is probably the trickiest part of script writing. Reading from an autocue is so much easier when sentences have a flow and rhythm to them. You don’t want to be speaking in long, drawn out phrases, but you want to avoid short, disjointed sentences too. This is something that comes with practice, but it’s worth keeping in mind. Even reading out loud as you write can give you a good idea of the rhythm and flow of the script. Getting this right means your video will come across as natural and unscripted - which is exactly what you should be aiming for.

Practice Reading Your Script

Practice makes perfect! You don’t want your first reading of a script to be when you’re already in front of the camera, with lights glaring down and people expectantly watching you. Set aside some time to practice and your shoot will benefit massively from it.

By thinking about your script beforehand you can boost your video from good to great. Identifying key words or phrases you want to emphasise, as well as tweaking bits that you have found to be problematic, will really make you look like a pro! This might take a bit more time and effort, but your videos will be so much better for it and provide that much more value.

So there we have it, our top tips on script writing. Take this advice on board and utilise it for your next shoot - you’ll see a massive difference! Alternatively, get in touch to see how we can help with script writing for you.

Video production is the process of planning, shooting and editing a video. As video plays a forever-growing role in marketing campaigns, video production is becoming an increasingly important thing for businesses in Edinburgh and the UK as a whole to be aware of.

As a result of video’s growing popularity, more business owners are wondering what video production is and what’s involved in taking something from an initial idea to a polished, brilliant piece of video content. The answer to the question is varied and depends massively on the type of equipment you’re using, what type of video you’re shooting and where this video will be used. A video meant to be used on your website might be very different to a funny clip you post on your TikTok channel, for instance.

With most videos, though, there are some general rules and guidelines that are followed in the production process. If you’re curious as to what these are then read on!

Stages of Video Production


The first stage of video production is maybe not the most glamorous, but it’s vital for making sure everything that follows goes smoothly!

Pre-production involves gathering and finalising your ideas for the video (what will it be about? What are your goals? What do you want to get out of it?); the location; a script (if needed); required equipment (how many cameras? Additional lighting? Microphones? Teleprompter?); and who will be required to be present.

Top Tip: A good place to start with this can be thinking about your end goals. Once you know what you want from your video you can start to piece together everything else and it should flow easily from it.


Next, production!

This is where you get to the filming location and the magic happens. If you’ve done your pre-production stage well then you should know exactly what you’re doing at this stage and it will just be a case of following your plan.

It involves setting up your equipment, making sure your camera angles are correct, setting up microphones (you’d be surprised how easy it is to forget to turn these on!) and, finally, shooting!

Top Tip: As with anything, it’s possible that not everything will go completely to plan, so you’ve got to be ready to improvise! Maybe you’ll think of something you hadn’t considered before and want to shoot an impromptu, unscripted video. Sometimes these can end up better than the stuff you’d prepared for, so don’t think that just because you hadn’t planned for it, it won’t be great!


The third stage is where you really start to see the fruits of your labour. Your hard work in the pre-production and production stages will come to light in post-production.

This stage involves taking your footage and importing it to whatever editing software you use, then getting to work editing it! This doesn’t necessarily mean making it the smoothest, most clinical video ever - it can work well for businesses to keep some of their own character in it.

You’ll also want to get your branding across in your videos. So making sure you have assets like your logo, fonts and any specific music you’d like to use handy is important for making a video instantly recognisable as yours.

Top tip: When editing your video look out for funny bits to include in a blooper reel! These are amazing for using on social media and show a more natural and authentic side of your business that people love to see just as much as your professional side.

Finishing Touches and Distribution

Lastly you’ll want to do all the finishing touches. This means tailoring the video to whatever platform you want to use it for and uploading it. For instance, if you want to use it on your YouTube channel you’ll want to have a great looking thumbnail to accompany it, or if you’re using it for Instagram you’ll probably want it to be in a 1:1 aspect ratio.

These last bits may seem a bit trivial, but they’re as important as anything else. You wouldn’t want to spend time perfecting your video in the post-production phase only to make it unusable - or sub-par - for the platforms you want it to be seen the most!

Top Tip: Remember in the pre-production phase where I said to begin by thinking about your goals? If you did that then your video should already be perfect for whichever platform, or platforms, you planned it to be on! Again, this is why planning is so important for making sure the rest of the process is smooth and takes up the least amount of time.

There you have it, the stages of video production. If you’re a business owner and thinking about implementing video into your marketing strategies then this explanation should come in handy. Follow our advice - we’re pros, after all - and you’ll soon have some great video content that add tonnes of value to your business and client base!

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