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Tested a 30 second video against a 3 minute one for the same client, the short one got 4x the views but way fewer signups
First one pulled 18k views on Instagram with 24 demo requests, the long one only got 4.5k but brought in 61. Turns out people who watch 3 minutes of a software walkthrough actually want the thing, so now I use shorts just to retarget. Anyone else seeing this split or am I reading too much into one client's data?
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piper_dixon452d ago
Did you notice the drop-off point on the long one? I ran a similar test last year with a guitar lesson channel, not software, and the numbers looked backwards at first. The 45 second clip of a riff got like 200k views and maybe 15 people clicked through to the full course page. The 8 minute breakdown of one solo got 9k views but 40 of those people bought the course. My guess is the short stuff pulls in random scrollers who never had any intent to buy, while the long stuff self selects for people already shopping. The view gap makes the short look like the winner when it's really just reaching a colder crowd. Retargeting the short viewers later makes total sense because by then they actually know who you are. One client is thin data but what you're describing matches how attention works online pretty well.
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