When it comes to video, context is everything. A 10-minute documentary won’t hold anyone’s attention in their social media feed, just like a 30-second clip won’t deliver the impact you want in a conference setting. The way your video is experienced—whether on a phone, in a packed auditorium, or during a casual scroll—plays a huge role in its effectiveness.

The second question in our 5 Questions That Will Make or Break Your Video Projects is: Where will they be when they see it?

Why Does it Matter?

Where your audience watches the video directly influences how it’s crafted. Every format has its rules—both spoken and unspoken.

Social Media: Bite-Sized Brilliance

When it comes to platforms like Instagram, TikTok, or Facebook, you’re dealing with audiences with short attention spans who are constantly scrolling. Here, you need to grab their attention immediately—think in seconds, not minutes. If your audience is on social media, make sure your video has:

• A hook right at the start that draws them in.
• A short, punchy runtime—60 seconds is ideal, and sometimes even shorter.
• Captions or text overlays, because most people watch on mute.
• A clear call to action that’s simple and quick.

A 10-minute cinematic masterpiece? Not here. Keep it brief, energetic, and designed for the quick-swipe culture.

Websites: A Little More Room to Breathe

On your website, viewers have already shown an interest in your brand or project—they’ve chosen to click through. Here, you can afford to take a bit more time. Still, remember that shorter videos often perform better.

Website videos should be:

• Engaging but efficient, usually between 2-4 minutes long.
• High-quality, reflecting the professionalism of your brand.
• Designed to showcase your key points without overwhelming your visitor.
• Paired with a strong call to action, leading the viewer to take the next step.

Think of website videos as conversations that respect the viewer’s time but still make a lasting impression.

Live Events & Conferences: Capturing the Room

A conference or fundraising event provides an entirely different environment. People are seated, their attention more focused, and they’re often emotionally engaged by the energy in the room. Here, you can create a longer, more narrative-driven piece—a story with more depth and emotional resonance.

At events, your video should:

• Run between 2-7 minutes, depending on its purpose.
• Use powerful visuals and music to create an emotional impact.
• Include a clear, direct call to action—whether that’s raising paddles for donations, signing up for something, or making an immediate decision.
• Align perfectly with the tone of the event—consider how it feels in the room and design your video to match.

In these moments, you’ve got the room—so make it count.

The Right Video for the Right Moment

Just like you wouldn’t wear beach shorts to a formal gala, you need to tailor your video to fit where and how it will be viewed. The format, tone, and length of your video should always serve the context. When your video feels like it’s designed for the moment, your audience is far more likely to engage and act on your message.