Information density
It's not just about the seconds
In the same 30 seconds, a single sentence vs. five steps involves different workloads.
GUIDE / LENGTH
It's not about being as short as possible, but just long enough to be clear.
Consider where the audience will see it, whether they know you, and whether they need to take away one key message or follow several steps.
Buyer question：Should the video be 15, 30, or 60 seconds?
Content for strangers often starts at 15–30 seconds; when explaining a process, 30–60 seconds is more appropriate. Let the amount of information determine the length.
SEQ_0800:24:184K / 25FPS
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Interactive editing timeline illustration; it does not show real project progress.
A good fit if…
- ✦Choosing a video length for social media, a website, or a landing page
- ✦Willing to keep only the most important information
- ✦Able to produce different versions for different platforms
Not a fit if…
- ✦Trying to cover a complex process and all selling points in 15 seconds
- ✦Shortening content just because 'everyone else is doing short videos'
- ✦Expecting one aspect ratio and one pace to fit all scenarios
Pricing factors
How length affects scope
Make the workload visible before production so the scope stays clear.
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Number of shots
More shots require more organization
Shot transitions, subtitles, and audio all need to be checked.
Multiple versions
Short versions require re-editing
Shrinking from 60 seconds to 15 seconds is not just about deleting footage.
How to start
Follow these three stepsto begin the project.
- STEP 01
Write one core sentence first
If you can't write it in one sentence, don't decide on the duration yet.
- STEP 02
List three must-have points
If there are more than three must-have points, consider a longer version or a series.
- STEP 03
Check against usage scenarios
Imagine if the audience has time to finish watching on mobile, a website, or in a presentation environment.
Risks to know first
State uncertainty before work begins.
Deleting key conditions
Being overly obsessed with brevity may leave the audience confused about how to use the product.
Starting too slowly
The first few seconds of a short video must explain why it's worth watching.
No call to action at the end
Tell the audience where to go next, what to do, or what to remember.
Next step
Start with one clear action.
VQOS / BUSINESS
Larger projects. A procurement process that fits.
Discuss business-to-business contracting, milestone payments, confidentiality and rights before production.