You've been lied to, right?

The big question everyone asks in video advertising is: What performs better, long-form or short-form videos?

And honestly, YouTube hasn't been transparent about it.

How long should your video ad be? Well, it's like a skirt – long enough to cover the essentials but short enough to keep it interesting.

In this guide, we’ll dive into the ideal length for YouTube ads based on your goals.

Understanding this can transform your video marketing strategy, whether you're aiming for impressions or driving sales.

Unfortunately, many get it wrong because they don't align their ad length with their goals.

The Real Question: What Are You Measuring?

What’s Holding You Back: Common struggles in determining the right video ad length

• Unclear goals: Are you after views or conversions?

• Misleading advice from platforms

• Insufficient testing

• Overlooking the need for storytelling

• Ignoring the audience's decision-making process

Don't worry, though! We're going to break it all down and show you how to get the most out of your video ads.

Step 1: Define Your Goals for Video Ads

The most crucial step is knowing what success looks like for your video ads. Are you aiming for impressions and views to boost brand awareness?

If so, shorter ads work better. For instance, a 15-second or 30-second ad might get more eyeballs and clicks. However, if your goal is leads and sales, you need conversions. Here, longer videos outperform shorter ones.

For example, we’ve tested various lengths and found that ads ranging from 90 seconds to 5 minutes consistently drive more leads and sales.

Before people invest their money, they invest their time. A longer ad allows you to build a story, evoke emotion, and provide enough information for a buying decision.

Step 2: Test and Measure Performance

Where many go wrong is not testing different ad lengths or relying too heavily on advice that doesn’t fit their specific goals. We had a Google rep insist on creating 15 and 30-second ads, claiming they perform better.

However, after a head-to-head test, our 90-second and 2-minute ads outperformed the shorter ones in terms of lead generation and cost per lead.

The shorter ads did get good view and click-through rates, but they didn’t convert as effectively. Why? Because longer ads give you the time to create a compelling narrative, build trust, and provide enough detail for viewers to take action.

Step 3: Craft a Compelling Narrative

The key to successful video advertising is the story. This is where the length of your ad plays a crucial role. In a longer ad, you can:

• Hook the viewer: Grab attention in the first few seconds.

• Build the problem: Explain the issue your product or service solves.

• Present the solution: Introduce your offering as the solution.

• Establish credibility: Use testimonials or case studies.

• Discuss the product: Provide detailed information.

• Call-to-action: Encourage viewers to take the next step.

• End on a high note: Leave a lasting impression.

Think of your ad like an accordion; you can expand or contract it while ensuring all these elements are included.

Whether your ad is 90 seconds or 5 minutes, make sure it tells a complete story that motivates viewers to act.

Conclusion

Understanding the optimal length for your YouTube ads can drastically improve your video marketing results.

By aligning your ad length with your goals, testing different formats, and focusing on storytelling, you can boost both impressions and conversions.

Longer ads give you the space to build a compelling narrative and provide enough information for viewers to make informed decisions.