When creating a company culture video, one of the most common questions we get is: how long should a corporate video be? You want enough time to get all of your important information across, without running too long and losing your audience along the way. It’s a tough line to walk. 

The short answer is, “it depends.” Not what you want to hear, we know! 

While the quality of your video will ultimately determine engagement, there are some best practices to guide you. In this post, we’ll explore different considerations to keep in mind as you determine what video length is best for your culture content. 

Engagement Drops After 60 Seconds and Five Minutes

Attention spans are getting shorter, and it’s no surprise that shorter videos perform better. According to a study by Wistia, corporate videos under 60 seconds receive the highest engagement, making this length ideal for social media.

But what if your culture video needs to feature multiple perspectives or dive deeper into your company’s story? How long is too long? 

The same Wistia study found that videos between 1-3 minutes and 3-5 minutes have nearly identical engagement rates—48% and 47%, respectively. And on average, audiences will watch at least 50% of videos up to five minutes long.

What this means: while shorter is better, you have flexibility within the 1-5 minute range to tell a richer story while still keeping viewers engaged. Let the content drive the length. 

Capture Attention Early

No matter the length of your company culture video, the first few seconds are crucial. Viewers decide almost immediately whether to keep watching or move on, so it’s essential to grab their attention right away. 

Start with something compelling:

• A Strong Visual: Use eye-catching footage, such as dynamic shots of your workplace or a meaningful moment in action.
• An Intriguing Statement: Open with a bold or surprising statement that reflects your company’s values. For example, an employee sharing what has surprised them most about working at the company. 
• A Story Hook: Jump straight into a story that connects emotionally with your audience, like an employee sharing a time where they saw the impact of their work.

Statistics back this up: studies show that 20% of your viewers will click away from a video in 10 seconds or fewer, and 33% will click away by 30 seconds. By starting strong, you set the tone for the rest of your video and increase the likelihood of keeping your audience engaged until the end.

For example, this culture video from AARP begins with an employee sharing the “trifecta” he’s found at AARP: great people, a strong mission, and uses the latest and greatest tools.

Focus on One Topic Per Video

When creating a company culture video, it’s tempting to try to cover everything—your values, mission, workplace perks, employee stories, and more. But packing too much into one video can dilute your message and overwhelm your audience.

Instead, focus on a single topic per video. For example, one video could highlight your collaborative work environment, while another showcases your diversity and inclusion efforts. In this video from The Knot Worldwide, they focus on how their culture is Caring. 

This approach keeps your message clear and impactful, making it easier to create concise, engaging videos that perform well across platforms. And by narrowing your focus, you can build a versatile library of videos that together tell the full story of your company culture, with each piece standing strong on its own.

It’s a win-win: clearer messaging for your audience and a versatile collection of content for your brand.

Culture videos: let the stories drive the length

Creating a company culture video is a powerful way to showcase your values and attract top talent, but striking the right balance between content and length is key. While there’s no one-size-fits-all answer, understanding how length impacts engagement can help guide your decisions.

Shorter videos under 60 seconds are great for quick, high-impact content on social media, while videos in the 1-5 minute range give you the flexibility to tell richer stories without losing your audience. The real key, however, lies in the quality of your video: start strong to capture attention early, focus on one topic to keep your message clear, and let the content drive the length.

By following these best practices, you’ll create videos that engage viewers, deliver your message effectively, and leave a lasting impression. Ready to bring your company culture to life? Start planning your next video today!